It is a well know fact that women just love chocolate, they can eat astronomical quantities in one sitting, they lose all willpower when faced with any kind of cocoa derivative, and there are even women in the Europa Star office who will hunt out and steal chocolate, but I won’t name names! Add to this fact that some of the world’s finest chocolate comes from Switzerland, and an association between women’s watches and chocolate makes perfect sense.
Ebel came up with the idea for a Swiss chocolate collaboration last year when it was searching for a way to celebrate the 25th anniversary of its renowned Beluga Collection. “The idea came quickly to design a limited Beluga collection inspired by the world of chocolate, which is a very sensuous material,” shares Marc-Michel Amadry, Ebel’s President and Creative Director. “From there, the idea came to us to make a partnership with a chocolate artisan to merge our two worlds: the one of luxury chocolate and the other of fine watchmaking.”

Three distinct flavours
The Beluga Chocolate Collection comes in three limited variations: Dark chocolate, milk chocolate and white chocolate. Each version is 37mm in diameter and comes in white gold with 68 brilliant-cut diamonds (totalling 1.08 carats) – there are black diamonds for the dark chocolate version, brown diamonds for the milk chocolate timepiece and white diamonds for the white chocolate collection. Particular details worth noting include two sapphire crystals that are coated with an anti-reflective treatment on both sides, a stamped chocolate motif pattern on the dial, Gadroon decorated hands, satin strap and butterfly clasp.

Perfect partners
The choice of chocolate-maker was a challenge, even in Switzerland, as the Swiss chocolate industry is split into two, with the big industrial chocolate manufacturers on one side and small local artisans on the other. Very few of the Swiss chocolatiers are known outside of their town or village, so it was no easy task to find a chocolate maker who produced exceptional chocolate and who also possessed a global vision.
Max Chocolatier had everything Ebel was looking for as the chocolate brand is not only looking to increase its global exposure, but it also shares many values that are important to the watch brand. Firstly, the chocolate artisans, just like Ebel’s watchmakers, are meticulous about the quality of the products that they use (alpine cows’ milk, Californian almonds, Piedmontese hazelnuts, Hawaiian Kona coffee beans, Tahitian vanilla and so forth) and secondly, the company is very attentive to the architecture of the chocolate - its form, height and geometry. This last point is particularly harmonious with Ebel who promote the brand under the label of the ‘Architects of Time’.

Maybe a tin of Max Chocolatier’s caviar-themed chocolate (developed especially to celebrate the association with Ebel’s Beluga) on the counter would be a great marketing method to keep female customers happy, and also keep them coming back to your store.

First impressions
The collection has been well received by Ebel’s partners who are very enthusiastic by the limited series. “Retailers love the Beluga collection in general, whose name initially comes from the world of caviar. They found the concept very original and typically Ebel. They immediately said that the chocolate world was right for Beluga, and they loved the design of this limited edition,” notes Amadry.
This new association and unique collection will no doubt catch women’s attention, but with only 25 pieces for each version, retailers should maybe lobby for more. After all, depriving women of chocolate is never a good idea!

Max Chocolatier
Max Chocolatier isn’t a newcomer to the world of watches; it’s founder, Patrik König, is also a jeweller and the owner of the watch and jewellery retailer Embassy with boutiques in Lucerne and Saint Moritz, as well as proprietor of the Hermès boutique in Lucerne.
König long harboured a dream of creating the world’s finest chocolate boutique and joined forces with the international award-winning chef chocolatier Fabian Rimann to create Max Chocolatier.
Each chocolate creation is a work of art: Chocolate-enrobed Grappa grapes; caramel Plättli flavoured with Tahitian vanilla and fleur de sel; chocolate branches created with a shortcrust base, gianduja and raspberry purée; and not forgetting the special creation of minute 65% Maracaibo chocolate balls, just like Beluga caviar, to celebrate the partnership with Ebel.
Tempted? There is no need to book flights to Lucerne or wait to see Ebel at BaselWorld, Max Chocolatier accepts online orders at – www.maxchocolatier.com.

Source: Europa Star October - November 2010 Magazine Issue