The Grand (Video) Tour: Chopard’s Fifth Avenue Flagship Boutique

The Grand (Video) Tour: Chopard’s Fifth Avenue Flagship Boutique

Last December, Chopard opened its new American flagship boutique’s swanky new doors in Fifth Avenue’s iconic Crown Building. Team Watchonista was lucky enough to be taken on an exclusive tour before the official opening.

By Vincent Brasesco

After decades on Madison Avenue, Chopard decamped to a most illustrious Fifth Avenue address: the iconic Crown Building.

Taking two years to design, the new American home for some of the world’s finest watches and most exquisite jewelry completely redesigns Chopard’s entire retail experience without losing the “home-away-from-home” atmosphere clients have come to expect from the Scheufele family-owned brand.

The Crown Jewel of The Crown Building

Built in 1921 and designed by the brilliant architectural firm of Warren & Wetmore, the Crown Building has been presiding over the corner of West 57th Street & Fifth Avenue in Manhattan for over 100 years.

Interestingly, when the Heckscher Building (as it was originally called) opened, its next-door neighbors were the Vanderbilts. And now, as of December 2022, the Crown Building associates with an equally illustrious name and welcomes a new crown jewel: the Chopard Flagship Boutique.

Step Inside with Watchonista

Upon entering Chopard’s Fifth Avenue boutique, you are greeted by a main salon resplendent in warm brushed bronze tones and circular displays with elegant vitrines dotting the alcoves down its side.

Once you’ve finished exploring the main floor, a discreet staircase will lead you down to the lower floor. Reminiscent of a stylish best friend’s elegant apartment, the first room of the lower level is dedicated to watches, complications, and the famous Mille Miglia Chopard partnership. Meanwhile, two hidden doors reveal a living room surrounded by exquisite high jewelry and, of course, the bar.

However, the boutique is not the only thing that is new. To celebrate the launch of its latest chapter in the retail experience, Chopard also tasked its creative team with designing new boutique-exclusive high-jewelry pieces and watches just for the Big Apple. So come inside and enjoy the tour with us!

Visit Chopard’s New American Flagship

Located in Manhattan’s legendary Crown Building at 730 Fifth Avenue (between West 56th & West 57th Streets), Chopard’s new American flagship boutique evokes sophisticated yet responsible luxury while fostering a warm and welcoming environment.

For more information or to book an appointment, visit the Chopard website.

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