Chopard Co-President Caroline Scheufele Joins Board


Chopard artistic rirector and co-president Caroline Scheufele during a Chopard Press Conference at Baselworld 2018. Getty Images.

The German entrepreneur, co-president and artistic director of the Swiss luxury watch and jewellery manufacturer has joined the Chinese e-commercel giant’s board of directors and its board’s nominating and corporate governance committee, effective June 22.

The daughter of Karl and Karin Scheufele, who acquired Chopard in 1963, Scheufele was responsible for expanding the brand’s offering into jewellery in the 1980s and has over 35 years of design and leadership experience in the high-end jewellery industry.


“It is a true privilege to welcome Ms Scheufele to the board,” wrote chairman and CEO Richard Liu in a press release. “We are certain that her long track record of success at the top of one of the world’s leading and most highly-trusted luxury brands will be of huge help to us as we continue to build and develop the JD brand into one of the most trusted globally.”

Chopard has been a valuable addition to’s stable of luxury brands since it first partnered with the platform in 2017. The Chinese e-commerce player continues to try and gain traction with luxury brands, earlier this year partnering with Louis Vuitton on an innovative model that would see customers be able to access Louis Vuitton products via the latter’s WeChat mini-programme.


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