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Inside Chanel's First Jewellery and Watch Store in New York

By Arushi Sakhuja

Chanel has just unveiled its newest gem in the heart of New York City's prestigious Fifth Avenue, and it's an absolute marvel. Nestled amidst the refined addresses of Chopard and Mikimoto, this two-floor boutique marks the brand's first foray into jewellery and watch retail in the Big Apple, and it's every bit as opulent and grand as one would expect from Chanel. Much like we expected it's a haven of grandeur and a jewellery lovers paradise.

Situated between Chopard and Mikimoto, the new boutique spans two floors and a total of 3,300 square feet of retail space at 730 Fifth Avenue. Designed in collaboration with the renowned New York-based architect Peter Marino, the boutique spans an impressive 3,300 square feet at 730 Fifth Avenue. From the custom-made staircase adorned with rock crystal and 24-karat gold-coated brass to the exquisite 17th-century Japanese Eido screens and Ingrid Donato coffee table gracing the VIP room, every detail exudes luxury and sophistication. Set against the backdrop of the historic Crown Building, the store dazzles with its Beaux-Arts architecture, the sprawling space is illuminated with gold accents, a double-height ceiling and custom-made paintings, furniture and lighting which enhance the atmosphere throughout the store. And Stepping inside feels like stepping into a fairytale.

The facade of the store is adorned with grooved black granite and cast gold bronze screens positioned behind an iron and glass façade. While the interiors are inspired by a golden jewel box reflecting the luxury brand’s savoir-faire. Inside, the dominant colour palette is gold and black, enhanced by touches of rock crystal, which the company says is a favourite material of Coco Chanel. According to the brand, the store is modelled after Chanel’s watch and fine jewellery address at 18 Place Vendôme, which houses its high jewellery workshop, creation studios, Patrimoine, and its watches and jewellery boutique. The new store is further reflective of Coco Chanel’s lucky number 5 and her affinity for art, decoration, and the interiors of her apartment at 31 Rue Cambon in Paris.

Divided into two parts, on the first floor are two fine jewellery showrooms with double-height ceilings, as well as a watch salon featuring a 13-panel gold leaf on linen canvas wall collage custom-made for Chanel by Iranian American painter Y.Z. Kami. The second floor houses two more fine jewellery salons, one of which is reserved for private clients, as well as a black-painted wood wall piece by American sculptor Louise Nevelson, and a tempera, metal, and wood panel by Norwegian abstract expressionist painter Anna-Eva Bergman.

While clients may come to see the gilded walls, they will surely stay for the treasures within. Displayed alongside the high and fine jewellery, watches, and Haute Horlogerie line will be pieces from the house’s iconic collections—such as the J12, Première, Coco Crush, Camélia, and N°5. In a solo vitrine, you will spot the incredible Boyfriend Skeleton watch set in ultra-high-end sapphire crystal and diamonds. A custom engraving service for rings from the Coco Crush collection will be available exclusively in New York.

To mark the opening of its first dedicated fine jewellery and watch store in the U.S., the brand said it will offer exclusive designs and pre-launches, including Eternal No. 5, a high jewellery collection made specifically for the store’s launch, and Lion Solaire de Chanel, a high jewellery collection inspired by Coco’s zodiac sign, Leo. Upon entering the two-story space, one is greeted by the Maison's Lion Solaire de Chanel pieces, which are inspired by Gabrielle Coco Chanel’s astrological Leo sign. But that's not all, don’t miss the diamond masterpiece inspired by Chanel’s famous N°5 fragrance bottle, which is centred on a 55.55-carat D flawless diamond and has been shipped from Paris for the store’s grand opening. Sad news, that's not for sale.

Chanel's new jewelry and watch haven on Fifth Avenue is not just a store; it's a destination in its own right. With its unparalleled blend of luxury, artistry, and exclusivity, it's a space that no jewelry aficionado would want to miss.


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