"We like the difficulty of that, " says Scheufele with a satisfied smile.

FORBES: Time Is Money

Chopard, owned by the Scheufele family since 1963, is still best known for jewelry and women's watches, but it is trying hard to change that.

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Designed by Caroline Scheufele, co-president and artistic director of the House of Chopard, the collection features big diamond pieces along with delicate colored gem works set in 18k gold.

FORBES: Wanted By Thieves: The Chopard 2013 Red Carpet Jewelry Collection

"I analyzed the business in 1995, and the only thing to do was to create our own movement and be recognized as a manufacture, " says Karl-Friedrich Scheufele, the fourth-generation scion vice president of Chopard.

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