Xavier Lassere, head of international sales at one of the biggest luxury brands in the world talks to OK! Pakistan about life at Maison Chopard and his Pakistani experience


Describe a typical day for you.
Xavier Lassere: A typical day would include me waking up at 6:00AM, have breakfast with my family and join my second family, my business family, at Maison Chopard to interact with our partners from multicultural origins.

Have you visited Pakistan before? Tell us about your experience.
XL: I cannot pretend that I visited before; it was merely a stop. This time I realised how big Karachi as a city is, how passionate the people of the country are, the food is good and the potential here is high!

What led to your interest in watches and the luxury sector?
XL: For a man, what is important is to wear the right shoes, match your belt, and to wear the right watch on your wrist.

What are your tasks at Chopard and how has your journey been so far?
XL: I’m a member of their international sales team, and my daily task is to share a first class experience with our B to B partners as well as our B to C partners.

We’re excited to have Chopard in Pakistan. What are some of your favourite pieces from the collection and what makes them special?
XL: What makes Happy Sport special this year is our Pure Alpine campaign this April and the face of the brand is Julia Roberts!

Which design feature of the watches do you absolutely love and what do you see as the products’ strength?
XL: My most favourite collection is the Haute Joaillerie LUC collection with its complications. This year it is in the purest respect of the Swiss watch making traditions.

What are your plans for Chopard in terms of design and global growth?
XL: We plan to continue protecting our DNA and expect to meet with more local customers who were buying from out of the country, but are now available in Karachi and we will offer our partners and fans a local experience at the Dolmen Mall.

What has been the biggest motivation and challenge to breaking into the Pakistani market?
XL: I didn’t see any challenge. The people are very trendy. They are looking for brands and know very well what luxury is. The only challenge was what to eat and how to resist the local cuisine!

How would you describe your personal style and which luxury brands do you like to wear yourself?
XL: My style, I would say is more casual and relaxed, very Mediterranean. Brands-wise I prefer ‘real’ brands – those that stick to their initial skill and expertise. My perfume is Gallant, my suit and shoes are Italian, but my watch is Swiss made by Chopard.

What inspires you?
XL: The people, very much… but also, nature and the environment.

Who are the most inspirational people you have ever known and how have they affected your life?
XL: I would say my mum and the Scheufele family because they are the right example of doing the right thing at the right moment with complete authenticity.

Is there any advice you would like to give to young, upcoming individuals?
XL: I would say look around. I-watches are of course very appealing, but at the end of the day you will understand that the real mechanical watch that you receive from your grandfather will work after a few minutes without any intervals or intervention. It’s like a transmission from the past to the future.

How have the last few months been for you? What have you learnt from this pandemic?
XL: That was a challenging time. Hopefully we will be back to our normal and real lives soon. What I did learn was patience, and I also understood that no matter what you own, the most important thing is what you are.


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