Karl-Friedrich Scheufele, President of Ferdinand Berthoud Watches

Karl-Friedrich Scheufele is a leading figure in today’s watchmaking world. Owner and President of Chopard, this tireless enthusiast embarked in 2015 on a venture that was an immediate success: reviving the name of one of the most celebrated watchmakers in history, Ferdinand Berthoud. We met this man of challenges at the Salon International de la Haute Horlogerie in Geneva and talked with him about the passion that drives him. Here is our interview.

Good afternoon, Mr Scheufele! You are President of Chopard, but also President of Ferdinand Berthoud. Could you tell us about this brand you founded and the name you brought back to life?

Ferdinand Berthoud caught my attention when I started expanding the Chopard manufacture’s museum in Fleurier, the L.U.CEUM. I discovered Berthoud because I was interested in a marine chronometer he had made, which I managed to acquire. That was in the 2000s. After that, I became truly fascinated by the man, the watchmaker and his work. In 2006 I was able to acquire the brand, which someone had kept registered but never used. Then it took me a few more years to really decide what I was going to do with it.

In 2015 we unveiled the first watch, the FB1, which was presented in Paris, quite fittingly I would say, because Berthoud spent most of his life in France, in Paris, even though he was born in Switzerland. The aim really is to carry on his work and pass on this man’s passion through the watches we make today.

Would you say this new brand and the Ferdinand Berthoud identity are the culmination of a passion?

Given the response we have had, I think we can say that our initial bet has paid off. And now, for the first time, we are exhibiting at a show like the SIHH to introduce Berthoud to a wider audience. Until now it has been very confidential, not only because of the number of pieces produced but also because we only have eight points of sale worldwide. With a bit of luck you might find a watch, but perhaps not a single one, since production is extremely limited.

Speaking of which, what watch are you wearing today?

I am wearing the Ferdinand Berthoud FB1 in white gold, specifically the model that won the Aiguille d’Or at the Grand Prix d’Horlogerie de Genève in 2016. It is in fact the original model released when the Berthoud name was relaunched.

Now, with hindsight, what is it like on the wrist for someone who can wear it every day?

Every time I get the chance to wear this watch, I am already delighted just to wind it, because winding a Berthoud is a wonderful experience. It does not wind like other watches, because it has a fusee and chain system. So it is a real experience. And watching the movement at work, let me take it off to show you, you are actually tempted to wear the watch upside down, it is so beautiful!

Do you consider this creation, and Ferdinand Berthoud’s production as a whole, a watchmaking success?

Beyond the challenge of making a watch worthy of Berthoud, it taught us an enormous amount and helped us preserve crafts at Chopard Manufacture, since it is our manufacture that makes the components. It has been a real asset for our manufacture and, in my view, ultimately for watchmaking in general, because we will keep alive skills that might otherwise be lost today.

Mr Scheufele, do you have any passions in life besides watchmaking?

My wife would tell you I have too many, because I have a real passion for classic cars, and for wine too. So much so that I have also become a wine producer, so yes, I have plenty of passions. You just have to find the time. That is the challenge!

Among those passions you mentioned cars. Which car makes you dream, one you own or perhaps one you don’t?

The car that still makes me dream is a German marque: Porsche. For my next birthday I treated myself to a Porsche, exactly the one I bought as my very first Porsche a long time ago. I found the same car, in the same colour, and I am looking forward to reliving that moment.

Are the wines you produce today Swiss or French? Or perhaps Italian?

Our estate is in south-west France, near Bergerac. And we did not take the easy route, because we went biodynamic and we are now in our 3^rd year of conversion.

So there is no production yet?

Oh yes, we do produce, but we will only be able to obtain the certification from next year. It is a wonderful adventure.

Mr Scheufele, you have been in the luxury world for many years. How would you define luxury?

I have a slight aversion to the word luxury, because for me luxury is more about quality. I would rather speak of quality objects, or objects that stand the test of time. In that case, perhaps we can speak of luxury. But I think it is a word that is often distorted and misunderstood. For me, in any case, luxury goes hand in hand with rarity, quality and durability. Notions like those, rather than something flashy.

So luxury would be more of a notion, an art of living?

Exactly, it is more that.

Is there a historical or contemporary figure who inspired you or inspires you today? Someone who has made a particular impression on you?

It would be hard to name just one. I spent several years studying one figure in depth, Ferdinand Berthoud… He inspired me because, unlike other watchmakers, he wanted to share his knowledge. And I think sharing in general, and wanting to help others move forward, are qualities that inspire me. Unfortunately, that is not what we see on this planet today. We see it far too rarely.

Might that give you the idea, one day, of setting up a foundation? A Berthoud Foundation, a Scheufele Foundation, a Chopard Foundation…?

Well, you are saying exactly what I think. In any case, it would be a wonderful project.

Are there qualities you particularly appreciate in your staff, in all the people around you who work with you?

The quality I value most, especially in a colleague, is frankness: speaking one’s mind. I am not one of those people who only want to hear what pleases them. On the contrary, I like my colleagues to speak up and give their opinion. We are always sharing and evolving as a team, in a spirit of « Team Work », and that is something important.

Do you see yourself more as a team captain than as a leader?

There are times when a team needs a leader. You have to know when. But for a team to perform well, it also has to be able to stand on its own. So it is a matter of balance, in my view.

Is it harder or easier to apply this approach at Berthoud than at Chopard? What are the differences between the two ways of working?

At Berthoud the activity is a little more focused and specialised, but no less intense, so it is perhaps easier. At Chopard, on the other hand, our activities are very broad: jewellery, fine jewellery, watchmaking, production, stone setting and cutting, it really is a complete universe. At Berthoud I have been able to concentrate on the essential, which is to produce one of the most beautiful watches there can be.

How involved are you in the creation of a Berthoud watch?

I would say I get quite deeply involved. You mentioned flaws earlier… so one flaw I could mention about myself is perhaps that I am a perfectionist. If you can call that a flaw: a perfectionist who only likes to release what he is completely convinced of.

So with these Berthoud watches you have really taken an idea and a passion all the way?

Yes.

Knowing there is still a way to go?

I have not reached the end yet, but in any case we have set out on a very interesting path, and I hope it will take us even further.

Mr Scheufele, one last question. What time is it?

It is 3:45 pm on my Berthoud watch.

Thank you very much.

Thank you.