Bruno Pavlovsky outlined the expansion plans when he addressed the workforce at Barrie Knitwear in Hawick, Roxburghshire.
He praised their efforts since the luxury goods firm took over Barrie Knitwear from Dawson International in October 2012.
Next month the launch of the Barrie brand of cashmere clothing will take place and will be sold at 40 of the most prestigious clothing stores in the world.
Continued work for Chanel and other leading fashion labels has meant a healthy order book at the Burnfoot factory.
Mr Pavlovsky said: "This is not a one-year development, it is 20 years and more. This is the beginning of something. We couldn't be doing all we are without the experience and skills here.
"The people here have been fantastic. They have been so supportive of all the developments, working extra shifts, and to continue that we need to find new people, we need to recruit."
The 100 new jobs would add to the 176-strong workforce at Barrie Knitwear.
The Barrie collection has been designed by Chanel's Odile Massauger, modelled by Phil Collins' daughter, Lily, and photographed by Karl Lagerfeld.
A dedicated boutique will open in Paris in June, with a London store also being considered.
Barrie sales director Clive Brown said: "We have got the strongest future of any textile company in Scotland because we have got a fantastic partner in Chanel."