He has a friendly smile and a friendly manner, but he avoids the cameras like a feline jealous of anonymity. True luxury flees from ostentation and, not in vain, this lover of cats and the sea, of diving and watches, is the discreet manager behind the Spanish subsidiary of one of the most exclusive brands in the world: Chopard.
After more than six years as general director in Spain and more than ten in the Spanish market, we spoke with Jean Claude Morgeli about a few years that have tested the response capacity of companies like his as well as the corporate social responsibility of a pioneering brand in the use of raw materials of "fair" origin.
Because luxury must also “provide social well-being, education and training” and protect “the natural resources and habitat” of the communities where, for example, gold is extracted. But above all, Chopard is a leading brand in fine watchmaking and jewelry, with a very special space on the red carpets of cinema.
You have developed your entire career linked to the world of watches and jewelry. What has the experience been like?
The experience is fantastic. It is a privileged sector where you can still plan in the medium term and we make people happy in special moments.
The Spanish market is another of the fundamental lines of your resume and you especially dominate it. What features or peculiarities would you highlight in it?
Spain is a very diversified market that presents totally different characteristics in tourist areas.
You arrived at Chopard Spain in 2008, not an easy year. How would you define the company until then and what have been its main objectives?
When I arrived Chopard was a company with enormous potential, my main objective was to develop that potential and make our extensive range of products known. We have women's watches such as the Happy Sport or the Imperiale, sports watches such as the Mille Miglia or the Superfast or manufacturing watches such as the L.U.C (Louis Ulysse Chopard) without forgetting jewelry and high jewelry.
What has it been like to work in a luxury industry in a country in the middle of a crisis like the Spanish one?
In reality, the crisis existed but it only affected us for two years. At that moment we changed focus and reoriented our strategy to give priority to the tourist market.
“The Spanish market is very diversified and works very differently in tourist areas and not.”
Precisely, you have known the Iberian market before and after the crisis, what keys have you taken from these changes?
Precisely the key has been to distinguish the market related to tourists and focus on them. In this, having a global brand has been of great importance.
Watchmaking and luxury usually enter the same market, but do you think they work through similar dynamics?
Well, not all watchmaking is luxury but luxury watchmaking, haute horlogerie, does work with similar dynamics. It is aspirational and exclusive.
There are those who argue that Chopard is a brand more focused on fine jewelry than on watches, what do you have to say about that? Do you agree?
For Chopard, watchmaking is now more important than jewelry but it is true that, being a pioneering brand in accessorizing actresses at major events related to the world of cinema: Oscars, Baftas, Golden Globes... and even being the official sponsor of the Cannes Film Festival for 16 years; We have placed ourselves in the “pole position” of High Jewelry in a short space of time. The impact of red carpets as a moving showcase is immediate and global. Horological communication is more discreet and, therefore, less impactful.
How did you define Chopard's character in terms of fine watchmaking in a few words?
Our motto is “Passion for excellence”. We seek innovation in materials and designs as long as they do not compromise excellence.
“High quality watchmaking and jewelry are privileged sectors where we make people happy”
One of Chopard's fundamental traits is its concern for corporate social responsibility through numerous actions. Could you explain to us the meaning of initiatives such as Fairmined Gold presented at the last Basel?
The initiative arose a year ago with the presentation of “The Journey” project, Chopard's journey through sustainable luxury. It is a long-term project that we do in collaboration with Eco Age and the ARM, a non-profit Association for responsible mining created by Lina Villas in Latin America. The objective of the ARM is to help small mining communities located in remote places in Latin America to market their raw materials, in this case gold, in a fair way. For this, the “Fairmined” certification has been created, which guarantees that this gold has a fair price, thus providing social well-being, education and training and, at the same time, contributing to the protection of natural resources and the habitat on which their lives depend. Chopard is the first luxury jewelry and watch brand to help these communities. With “Fairmined” certified gold, unique pieces of fine jewelry are made that are included in the “Green Carpet” collection and also a fine watchmaking watch, the L.U.C Qualite Fleurier Fairmined model, which is a limited edition of 25 units. Furthermore, the Palme d'Or at the 2014 Cannes Film Festival, which is produced in Chopard's workshops, is made in this gold. It is a social and philanthropic commitment that guarantees the traceability of raw materials.
What other social commitments does the brand maintain in Spain?
Chopard is very active in its collaboration with the Josep Carreras Foundation to fight Leukemia, not only in Spain but also in countries such as Switzerland and Germany where the foundation has branches. The close friendship between the Scheufele family, owners of Chopard, and the tenor is the fundamental reason for this collaboration. But we have also collaborated with the Down Syndrome Association through a special sale and with many other associations that, especially at Christmas time, organize rakes to raise funds.
The Special Watches forum brings together the largest online community of watch fans in Spanish. Are you familiar with the forum or have you heard of similar initiatives? Are watch fans made of a different stuff than other sectors of the luxury world?
Yes, I am aware of the forums and follow them. Not only at the national level but also international forums: you have to be informed of the opinions of the fans. In my opinion, watch hobbyists are not made of a different material with respect to the world of luxury, but rather they are specialized in what they like, watchmaking mechanics, which is an exciting and very specific world. The fans who dedicate time and passion to this “hobby” are such expert watchmakers that, sometimes, they surprise us with their knowledge.
You recently presented the new Chopard Grand Prix de Monaco Historique Chrono at Basel, what would you tell us about this launch?
The Grand Prix de Monaco Historique is a competition for historic F1 cars held every two years in Monaco. Chopard has been an official sponsor and chronograph since 2012 and presents a Chrono model from this GPMH collection every two years. This year, and for the first time, we have presented a complete collection of watches comprising a chrono, a power reserve and an automatic. They are limited editions in rose gold, steel and titanium or in very light steel and titanium. In addition, the color yellow has been introduced, a color closely linked to the world of racing and speed and, for the first time, the possibility of completing it with a nato strap.
What was your first Chopard watch? Do you consider yourself a watch collector or do you have other preferences?
My first Chopard watch was an 8 day LUC. I don't consider myself a watch collector but I am acquiring certain pieces that I like.
You are a discreet man and we know very little about your life beyond your work at Chopard. What other hobbies do you have when you are not watching watches?
I love traveling and discovering the world, and I always try to set aside a few days to go diving. My other passion is cats—I only have two myself, but... I’ve already rescued seven over the last few years!
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