Chanel Makes Watch Industry History with First Standalone US Boutique on Fifth Avenue
Opening the first standalone boutique in the US devoted solely to Chanel watches and fine jewelry, Chanel created history in the watch industry. Tucked away in the center of Fifth Avenue, a symbol of New York City, this new boutique is an oasis for jewelry and watches
The iconic Watch & Fine Jewelry location at 18 Place Vendôme in Paris is honored in this two-story boutique, which was designed by Peter Marino, a well-known architect from New York and close friend of the Maison. The boutique, like the majority of recent Chanel boutiques, pays homage to Gabrielle Chanel with its golden jewel box aesthetic. It incorporates elements that are inspired by her famous apartment at 31 Rue Cambon, which makes the boutique experience feel more personal.
Featuring a facade composed of glass and iron, intricate gold bronze screens, and polished black granite, the storefront exudes sophistication and grandeur, perfectly positioned in its new neighborhood. Inside, a striking gold and black color scheme greets visitors, complemented by Gabrielle Chanel’s favorite material, rock crystal. The boutique has a very opulent, immersive atmosphere thanks to its amazing collection of fine and contemporary art, antiques, and specially made furniture and lighting.
In typical Chanel style, the boutique features carefully chosen pieces by well-known artists like Vik Muniz, Anna-Eva Bergman, and Louise Nevelson in addition to Chanel’s iconic lines, which include Coco Crush, N°5, Camélia, Ruban, and Comète.
The area opens up into several well-thought-out rooms, each with a distinct atmosphere. Every element, from the gallery space with its gilded walls and rock crystal chandeliers to the Fine Jewelry Salons with their hand-applied coromandel-style wall finishes, represents Chanel’s vision for the ideal appearance of fine jewelry and watches.
Along with unique High Jewelry designs and pre-launches, the boutique will showcase a variety of timepieces, such as the renowned J12 collection and the recently reinterpreted Première Edition Originale. It includes amazing transformable diamond earrings and a necklace that is inspired by Gabrielle Chanel’s famous N°5 perfume.
The Lion Solaire de Chanel collection, which features lion motifs set in diamonds and white gold and is inspired by Gabrielle Chanel’s strong Leo star sign, is another bespoke boutique offering that will make its debut. The centerpiece of CHANEL’s classic charm, the 55.55 masterpiece necklace from the N°5 High Jewelry collection, will also be on display. This necklace was created to commemorate the famous perfume’s 100th anniversary.
This dedicated Watches & Fine Jewelry boutique shows a different side of Chanel and Marino than the traditional black and white color scheme that he usually uses throughout Chanel boutiques, both permanent and ephemeral. It leans more toward being extravagant and sumptuous, which makes it the ideal place for Chanel’s most cherished watches and unique, rare jewelry pieces.
