11 June 2019
Chopard is announcing the reopening of its London boutique on the capital’s luxurious Bond Street. Larger than ever before, it will thus represent one of the key European flagship stores for the Maison which has some 160 boutiques around the globe. With this prestigious showcase in the heart of one of the world’s most cosmopolitan cities in the world, Chopard is once again asserting its position on the sustainable luxury scene.
Located at the prestigious Mayfair address of 12-13 New Bond Street, London's Chopard boutique is to re-emerge substantially enlarged and embellished from a several-month facelift. It thus becomes the Maison’s largest point of sale in Europe and will serve as a showcase for its prestige and positioning in the world of luxury. It will also reflect Chopard's commitment to sustainability. Since 2018, the brand has been the first watchmaker-jeweller to use 100% ethical gold for the production of all its creations.
"London has always been dear to the heart of our Maison, not only because it attracts an international clientele with a strong penchant for luxury products, but also because it is at the crossroads of several artistic influences that are a source of profound inspiration for our creativity," says Caroline Scheufele, Co-President and Artistic Director of Chopard.
In keeping with the cherished traditions of the family business run by the Scheufeles from generation to generation, each boutique is designed like a private residence where its customers naturally feel at home. A cosily familiar setting that preserves certain landmark features – thanks to recurring design elements inspired by the very first Chopard boutique in Vienna – as well as adapting to the cultural specificities of each country in which it operates. As they travel around the world, clients of the Maison are invited to visit each of its boutiques as a new place of discovery. The Chopard boutique on Bond Street thus takes on the appearance of an English club with its plush lounges, decorated with vintage parquet flooring, fireplaces and deep sofas. A personal and warm style, as well as a sense of comfort summing up the Chopard spirit of providing its customers with an unforgettable experience. Well beyond its role as a watch and jewellery manufacturer, Chopard envisions itself as a family. With this in mind, the redesign successfully mingles the Maison’s identity with the specific characteristics of the historic buildings in the upscale Mayfair district. An alchemy designed to create a splendid setting that will attract international clients in the English capital. And because Chopard has been engaged in a Journey to Sustainable Luxury since 2013, it was essential that the refurbishment work on this new point of sale should mirror its environmental approach. The furnishing was entirely designed based on FSC-certified wood and the ceiling lights feature low-energy LEDs.
With a sales area that has more than doubled in size, the new Chopard flagship has enough space to display each of its Haute Horlogerie, Haute Joaillerie and engagement jewellery collections in dedicated lounges, thereby offering a magical and privileged immersion into each of these worlds.
"Committed to a long-term strategy of reducing our points of sale, we wish to concentrate our distribution network on boutiques that perfectly embody the spirit of our Maison so as to offer our clients optimal hospitality. With our new flagship store on Bond Street and our two corners installed in the prestigious Harrods and Selfridges department stores, we are able to provide a welcome worthy of our London customers," adds Karl-Friedrich Scheufele, Co-President of Chopard.
Through this elegant combination of woodwork, brass, mouldings and decorative concrete, Chopard has taken up the challenge of designing much more than a boutique, but instead a new embassy highlighting its creations in an inimitable blend of refinement, simplicity and generosity that immediately invites discovery. An architectural feat to be admired as of June 2019!