Chopard Group Launches Ferdinand Berthoud SA

Kong · 2013-12-10T04:46:33Z

Chopard Group launches La Chronométrie FERDINAND BERTHOUD SA to revive the master horologist's legacy with exclusive, high-end timepieces. Learn about this new brand.

Kong

WPS member · Chopard forum

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Kong announces the establishment of La Chronométrie FERDINAND BERTHOUD SA by the Chopard Group, a new venture aimed at reviving the legacy of the master horologist. This strategic move by Karl-Friedrich Scheufele positions the new brand at the pinnacle of the group's collections, promising highly exclusive and exceptional timepieces.

The Chopard Group is laying a new milestone in its watchmaking development and further reinforcing its presence in Fleurier, in the Val-de-Travers, Canton Neuchâtel (Switzerland) by establishing a new company and developing a new brand: La Chronométrie FERDINAND BERTHOUD SA.

Through this project that he particularly cherishes, Chopard co-president Karl-Friedrich Scheufele intends to bring back to life the memory of Ferdinand Berthoud and restore this substantial watchmaking legacy to its rightful status. Positioned at the very peak of the collections within the Chopard group, La Chronométrie FERDINAND BERTHOUD will be dedicated to offering exceptional timepieces in highly exclusive production runs. The result of lengthy and careful consideration, this new horological activity began to take shape seven years ago, as Karl-Friedrich Scheufele explains: “In acquiring La Chronométrie FERDINAND BERTHOUD in 2006, I wanted to be sure that one day a watch bearing this name would be worthy of the great master horologist who inspired it”.

Born in 1727 in Plancemont, in the Val-de-Travers (Switzerland), barely five kilometres from the current Chopard Manufacture in Fleurier, Ferdinand Berthoud was officially awarded the title of master clockmaker in Paris in 1753. An exceptional horologist who was at once highly cultivated, refined and intellectually gifted, Ferdinand Berthoud left behind an outstandingly vast body of work encompassing the fields of marine chronometers, decorative clocks and watches, specialised tools, scientific measurement instruments, as well as publications. The latter include dozens of specialised books and treatises representing 4,000 pages and 120 engraved plates.

Ferdinand Berthoud’s career was also truly exceptional, as indeed were each of the periods of history he lived through – from the Age of Enlightenment to the Empire, including surviving the French Revolution. His brilliance was duly acknowledged by his contemporaries. This recognition led to him being elected to the Institut de France, and also commissioned “Horologist mechanic by appointment to the King and the Navy” during the reigns of Louis XV and Louis XVI, as well as subsequently under the Empire. In 1804, Napoleon conferred on him the title of Knight of the Legion of Honour. Much of his work is indeed as timely and relevant today as ever.

It was in homage to this master horologist of exceptional stature that Karl-Friedrich Scheufele wished to bring back to life the illustrious name of Ferdinand Berthoud in his native region.

By way of reminder, Chopard is already strongly established in Fleurier, a town that has been beating to the tune of watchmaking for several centuries and which currently hosts Chopard Manufacture, the entity responsible for producing the L.U.C Fine Watchmaking movements; Fleurier Ebauches SA, which handles the production of Chopard mechanical movements; the Chopard Forum located in a 17th century mansion serving as a hospitality centre; and the L.U.CEUM, located within the Chopard Manufacture itself and which regroups authentic horological masterpieces including an exceptional collection of timepieces by the famous Ferdinand Berthoud.

Details relating to the launch of La Chronométrie FERDINAND BERTHOUD SA will be unveiled by the summer of 2014.

Silver pocket-watch, Ferdinand Berthoud (executed by Jean Martin), Paris, 1806

In his “Supplément au Traité des Montres à Longitudes,” Ferdinand Berthoud comprehensively described this timepiece as
“Montre Astronomique, No. 3.” The device was delivered to Jean Chaptal, Count de Chanteloup, a physician and politician.
Berthoud commissioned Jean Martin in 1806 to make the watch. In Berthoud’s opinion,
this timepiece contained everything necessary to define the accuracy of astronomical watches.
He provided clear instructions for determining longitude, e.g. this watch and No. 73
were each to be held only in a horizontal position. The end stone was to be made not
from ruby, but from diamond. Of course, the watch could also
be used in the vertical orientation as an ordinary pocket watch.

For further information on Ferdinand Berthoud: www.ferdinandberthoud.ch

Press Release

This message has been edited by Kong on 2013-12-10 04:52:41

This message has been edited by Kong on 2013-12-10 21:32:21

Key Points from the Discussion

Establishing a new, distinct brand like Ferdinand Berthoud helps overcome the perception challenges faced by companies like Chopard, Cartier, and Montblanc, which are primarily known for other luxury goods rather than high-end watchmaking.
A new brand under an established group can benefit from 'shared DNA,' potentially boosting sales for the parent company, similar to how Lexus benefited Toyota.
The new Ferdinand Berthoud line is expected to be positioned even higher than Chopard's L.U.C collection, with extremely limited production runs, akin to Montblanc's Villeret line.

The Discussion

patrick_y

Dec 10, 2013

Thanks for the news Kong. Always good to see what's going on at Chopard.

Kong

Dec 10, 2013

wait for the info. Kong

patrick_y

Dec 10, 2013

I think it'll be positioned even higher because they stated it's going to be very limited pieces. L.U.C is definitely limited, but I think they meant this new line of Berthoud timepieces will be even more limited. Looking forward to seeing the designs!

Kong

Dec 10, 2013

seems to be as you said. Then it would be quite similar to Montblanc-Villeret. Kong

ling5hk

Dec 11, 2013

Any idea on their perceived competitors? Thanks Kong. Regards Ling

Marcus Hanke

Dec 13, 2013

In many markets, Chopard shares a problem with other well-known manufacturers, like Cartier and Montblanc: they are mostly perceived as specialists in another field than watchmaking. Chopard and Cartier for jewellery, Montblanc for pens. Without regard to the excellence already proven in the field of watchmaking, many people still do not take them really serious because of their "other" focus. A different name helps establishing credibility in the field of high-level performance. However, luxury

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Chopard Group Launches Ferdinand Berthoud SA

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