Chopard Partnership Convention 2015 Tokyo Report

KIH · 2015-03-01T00:27:27Z

Explore Chopard's 2015 Partnership Convention in Tokyo, covering 2014 achievements, 2015 goals, and insights into the brand's global strategy and market recovery.

KIH

WPS member · Chopard forum

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KIH offers an exclusive look into Chopard's 2015 Partnership Convention in Tokyo, detailing the brand's 2014 achievements and 2015 strategic goals. This report provides a rare glimpse into the business operations and corporate philosophy of a major luxury watch and jewelry house, highlighting Chopard's global presence and commitment to various initiatives.

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I was invited by Chopard to its "Partnership Convention 2015". "Partnership Convention" - this is the event where Chopard reports and presents the result of the previous year (2014) and initiatives they will take in the new year (2015), to the "stake holders" including, sales channels (ADs including the Department Stores), suppliers (?), and the media.

I would like to report based on the presentation of how much progress they made, what they accomplished in 2014, and how they intend to grow in 2015. Impressive result and challenging goals they intend to accomplish. Some are specific to Japanese market, but most I report here is about their global presence as well as growth plan.

Mr. Scheufele on the left and Mr. Ritzman (President of Chopard, Japan)

... and Mr. Dobeli, Sales Director of Chopard Japan on the right.

Mr. Scheufele gives opening speech.

State of the company in 2014:

- Position in the industry, continue to invest.

- Revenue level, Production level, and the number of the employee (more than 2000)

- First luxury brand factory (Fleurier) which the Switzerland government officials visited (and learn how to make watches)

- Purchase of Hotel de Vendome in Paris (the building Chopard Boutique is in) - great location of the plaza crowded with many luxury brands' boutiques

- Mille Miglia 25 years of passion

- Opening of Chopard Museum (1/ 2015)

- Lots of "Corporate Responsibility" activities for the world.

- As always, one of the most popular brands at Cannes Film Festival (and one of the biggest sponsor as well)

News Flash! (Convention was held on Feb. 23)

Congrats, both, and congrats Chopard!

Mr. Ritzman, CEO and President of Chopard Japan

- Stake holders and surrounding six goals presented last year and all were achieved

- Chopard Japan revenue is growing at the pace faster than expected.

- Mr. Scheufele and Ms. Caroline Scheufele both visited Japan last year.

Mr. Dobeli talks about the detailed accomplishment of 2014 and strategy for 2015 in JAPANESE!

- Investment in marketing increased substantially and as a result...

- The new products and Limited Edition all sold well.

- Various events, new locations opened and doing quite well.

- Sponsored FIA's WEC (World Endurance Championship) at Fuji Speedway.

- Introduction of the new product for 2015: "Superfast", collaboration with Porsche.

- L.U.C 35mm

- L.U.C Perpetual T in Platinum case

- Happy Sports 30mm Automatic

- etc....

Now, the Convention, Act II - Reception party where excellent retailers were awarded, as well as raffles where anyone could get something nice from Chopard (the top award was Mille Miglia watch!).

Started with Mr. Scheufele's "Kanpai!".

The top seller was awarded the trip to Geneva air ticket!

Some of the 2015 Novelties.

SUPERFAST!

Machine for WEC.

Phew! Chopard has indeed accomplished quite a lot and I am so much impressed. 2015 will be again a year with the challenging goals, but I am sure they will do well. I am looking forward to seeing more of their offering at Basel.

Thanks again for inviting me:

Chopard & Cie, S.A.

Mr. Karl-Friedrich Scheufele, Co-President

Chopard Japan

Mr. Stephan Ritzman, President

Mr. Thomas Dobeli, Sales Director

and Ms. Ninomiya who were so kind to arrange my participation as well as various appointments.

Thanks!

Ken

This message has been edited by KIH on 2015-03-01 00:37:33 This message has been edited by MTF on 2015-03-01 02:56:51

Key Points from the Discussion

The reported sales improvements in Japan by Chopard, while impressive, should be contextualized against the low baseline following the 2011 Tohoku Tsunami, a factor that also influenced other luxury brands' recovery figures.
The discussion around attributing economic improvements to either internal brilliance or external factors like post-disaster recovery highlights a complex challenge for Japanese business leaders and politicians in presenting results to international HQs.
In Japanese culture, there's a tendency to accept circumstances ('it is what it is') and move forward without assigning blame or seeking excessive credit, focusing instead on individual effort and collective harmony.
The Chopard novelties for 2015, particularly in the L.U.C and Mille Miglia ranges, were highly anticipated and considered significant advancements for the brand, potentially unaffected by Swiss National Bank currency changes for non-Eurozone buyers.
A contributor expresses appreciation for the detailed report, noting the value in understanding the business culture behind luxury products and comparing it to other organizational environments.

The Discussion

MTF

Mar 1, 2015

Most luxury brands improving in Japan

Thanks Ken for the convention report. Chopard Japan should not be surprised about sales improvement in Japan for them to describe as "above expectation". Most luxury brands like Audemars Piguet, Cartier, JLC and Montblanc are also reporting up to 400% increase and some brands even 800%! This sounds impressive until we notice that the baseline was the almost zero sales in the aftermath of the Tohoku Tsunami. Still, it is good that the world's 3rd largest luxury economy is recovering and feeling b

KIH

Mar 1, 2015

Yes, the same place...

... but I don't know the "bar" you mention. My father was in the opposite school as Mr. Tange's as an architect, so I am not a big fan, either :-) Well, as for the luxury brands performance, you may be right. But steady increase YOY including 2011 is still impressive! Ken

MTF

Mar 1, 2015

That's why its a "secret" bar LOL :-) (nt)

:-)

KIH

Mar 5, 2015

By the way, Melvyn, are you sure...

... about this statement? " Most luxury brands like Audemars Piguet, Cartier, JLC and Montblanc are also reporting up to 400% increase and some brands even 800%! This sounds impressive until we notice that the baseline was the almost zero sales in the aftermath of the Tohoku Tsunami." A little bit big number and curious. Ken

MTF

Mar 5, 2015

CORRECTION about Japan

Ken, Thank you for the question that requires clarification. My comments were based on private discussions with other brands' personnel and commentators. Not all luxury brands went unscathed after the 2011 Japanese disaster, following repeated global economic crises since 2008. I re-read my comment and realised that contracting two topics into one sentence could be misleading. My corrected and separated statements should read as: CORRECTION: "Most luxury brands like Audemars Piguet, Cartier, JLC

KIH

Mar 5, 2015

Now I understand :-)

Chopard seems to have been enjoying steady growth despite those "swingy" times :-) Thanks. Ken

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