The brand aims to tap into India’s evolving taste for aspirational designs and its emerging generation of affluent consumers.
This move reflects the brand’s strategy to cater to India’s growing appetite for high-end, contemporary jewellery.
Caroline Scheufele, co-president and artistic director of Chopard, highlighted India’s longstanding connection with jewels and craftsmanship. She noted that historically, Indian royalty, especially the maharajas, were adorned in extravagant gems. While traditional gold continues to hold significance, Scheufele observed a shift—modern customers now favour elegant, aspirational designs over purely traditional pieces.
Currently on a visit to India, Scheufele is exploring jewellery-making hubs such as Jaipur and engaging with local artisans and partners. She believes this is the right moment for Chopard to strengthen its presence, with Indian consumers showing increasing interest in global luxury brands. The company already has distribution ties in the country and plans to build on these by introducing standalone boutiques.
Scheufele added that the global luxury landscape is evolving, making India a natural next step for Chopard. While the brand has sold watches in India for years, she pointed out that a new generation of ambitious, design-conscious buyers is reshaping the market.
Beyond physical stores, Chopard is also considering entering India’s online luxury space to connect with younger audiences. Scheufele expressed admiration for Indian art and said she is open to collaborations with Indian designers in the future. She emphasised that India is rapidly becoming a strong market for luxury jewellery and is expected to rank among the brand’s top ten markets in the coming years.