Chopard

patrick_y
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I've heard lower as well.

The interview with KFS suggested as low as 50 pieces of each model for 2023. Main limitation is probably movement production. They didn't have that many 1.96 movements sitting around and their watchmakers can't exactly rush to build that many more. My estimate is more based on a sales revenue and stretching the production line efficiencies. Think about it... 50 units or a 100 units is too low. At around 20,000 Swiss francs each (the approximate price before VAT), 100 units is only 2 million Francs. Combine the 1860 model and the Alpine Eagle model; and say there's 200 units, that's only around 4 million and change. That's revenue, not profit. Chopard is definitely expecting more than that! There wouldn't have been a business case if the revenue was going to be that small. They spent more than that just by being present at W&W - true, they didn't launch only those two watches at W&W, but W&W fixed costs shouldn't be that big of a percentage of their revenue neither.
Chopard's watch dominance has really faded over the years. In the 90s and 2000s the Mille Miglia line really towed the brand. As it was an inexpensive watch for Mille Miglia fans. Nowadays, clients are becoming more and more sophisticated. And they're demanding more. I'm under the impression that Chopard has been losing its marketshare in the West for a long time. Fortunately, it didn't lose as much marketshare in Asia. This is based off of much hearsay, as Chopard is a privately held company and doesn't publish financial reports. Hopefully this year will catapult Chopard a bit higher!