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The fine art of ethical sourcing: Chopard's Caroline Scheufele digs deep for luxury jewels

Caroline Scheufele, Chopard's co-president and artistic director, talks to Euronews Culture at Watches and Wonders about the history of the company's ethical sourcing, satisfying collector's demands and sustainable jewel and watch production.

READ MORE : http://www.euronews.com/2026/04/21/the-fine-art-of-ethical-sourcing-chopards-caroline-scheufele-digs-deep-for-luxury-jewels

Spark your senses, wake your wonder. Euronews Culture seeks to show creativity in action and inspire our audience to explore the world through the five senses. Start your journey through the best of Europe's arts, gastronomy, traditions and high-end craftsmanship.
Transcript
00:18At the time everybody was smiling and laughing saying yeah let them do it basically and I felt
00:25a little bit like a Don Quixote riding on a horse and fighting for something that was that is important
00:32I think in especially in the luxury business and today I think everybody at Trupa is very proud that they're
00:39part of the journey and also I think it's very became very important for the younger generation because they do
00:47ask a lot more questions and they get informed on different platforms internet and before they buy a luxury product
00:54or even a
00:55pair of Nikes so I think I think it was somehow good that we started earlier on and and we
01:02follow that that path and it became a very important value of the house and the same goes for the
01:10diamonds and the gemstones now and there's still a lot to be done but I'm I'm very proud to be
01:17actively helping in in maybe keeping our planet cleaner and
01:25letting the consumers know how beautiful things are produced
01:40I think in general I see thriving and I also see especially here because it's it's it's it's a watch
01:47fair basically and actually shopper 1806 when it was 60 when it was found it was pure watch company
01:53there was no tour it but I see a lot of a younger generation very interested in mechanical watches in
02:02in complications and there's like what's what's collector's clubs from different countries coming and having having look at incredible pieces
02:13that they maybe don't see when in in in other places and here's like a concentration and that that's new
02:20because before these clients
02:22were not there in this young generation um they would probably have an apple phone watch but now
02:30they probably have both so i think there is change also within not only within different countries
02:37new markets but also within um within established markets the the the generation that buys is maybe
02:46the age group is different
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