Industry / Retail

Chopard Celebrates Grand Opening Of Its New Fifth Avenue Flagship


Marble, velvet, Murano glass: These are the some of the materials used in Chopard’s new New York City flagship boutique on Fifth Avenue, a two-level store with design elements aimed at re-creating an elegant penthouse, the maison says.

This relocation of its North American flagship takes Chopard from Madison Avenue, where it was housed for 15 years, to 730 Fifth Avenue, inside the Crown Building.

The boutique’s interior is inspired by Warren and Wetmore, a beloved architectural partnership that worked in New York in the 1920s and 1930s. The two-story boutique features bespoke decor and custom furniture with a main salon, VIP room, and a “gentleman’s lounge,” the maison says.

Chopard boutique
Chopard designed its new Fifth Avenue flagship boutique as a tribute to New York City, creating what it describes as an art deco New York townhouse. From the street, you can see the Murano glass magnolia tree leaves floating from the ceiling and cascading from wall openings.

“New York City is a major capital of the arts and culture where creativity thrives. At Chopard, we call ourselves the Artisans of Emotions, and we constantly strive for innovation with our creations while maintaining a deep respect for tradition,” Karl-Friedrich Scheufele, Chopard’s copresident told JCK.

“Naturally, this spirit matches that of the Big Apple, which is filled with individuals constantly pushing the limits of what is possible,” Scheufele says. “Establishing this grand new home on New York’s famous Fifth Avenue demonstrates our refreshed and deepened commitment to this inspiring and eclectic city.”

Chopard also sought to include sustainability within this boutique’s design, Scheufele says.

“Our New York flagship has been designed to fit LEED certification requirements with construction materials all sourced responsibly with the building set up as an energy-efficient structure, so not only is sustainability applied to crafting our watches and jewelry but to other parts of our business as well,” Scheufele says.

Chopard interior
Inside the newly opened Chopard Fifth Avenue boutique, the maison says it used Italian marble, amethyst tables, and velvet-and-walnut furnishings to create elegant spaces and lounges as a nod to the brand’s European craftsmanship.

At around 740 square feet, the Chopard boutique includes its flagship collections on the main floor, including Happy Diamonds and Happy Hearts. The Gentleman’s Club includes men’s watches, such as the Alpine Eagle. The Haute Joaillerie lounge includes designs by Chopard’s Caroline Scheufele, also a co-president.

This new location, which celebrates its grand opening Dec. 5, also includes the debut of several new collections, including a new yellow gold Alpine Eagle, the Happy Sport Fifth Avenue editions, and the Happy Sport New York edition. The boutique also will display Chopard’s Red Carpet collection, highlighting a fancy vivid yellow diamond of just over 100 carats worn by actor Julia Roberts at this year’s Cannes Film Festival.

For the interior, every detail was considered. The choice to use marble, velvet furniture, and other precious materials was to develop a feeling of refined yet responsible luxury within the space, Chopard says. The floor is made of a gray-brown fior di bosco white-veined Lombardy marble. The velvet-covered, custom-made walnut furniture includes brass detailing, evoking the arches found throughout the space. That amethyst table is in the Haute Joaillerie lounge along with Murano glass chandeliers.

Those chandeliers are designed to look like the magnolia trees in nearby Central Park, grounding the boutique in its location in a special way—it is like a tribute to Fifth Avenue and everything that makes New York City such a vibrant and memorable place to be.

Top: Chopard co-president Karl-Friedrich Scheufele says that his family’s arrival in the United States in 1921 is highlighted in its new flagship boutique on Fifth Avenue. That is the year his great-grandfather, Karl Scheufele II,  arrived in New York “armed with only his goldsmith’s skills,” the brand says (photos courtesy of Chopard). 

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Karen Dybis

By: Karen Dybis

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