A Peek Inside Chopard’s Fifth Avenue New Flagship Boutique

After 15 years on Madison Avenue, Chopard, the famed Swiss family-owned jewelry and watchmaking Maison opened its new flagship store on Fifth Avenue in New York City with an event including its Co-Presidents Caroline and Karl-Friedrich Scheufele, along with Uma Thurman, Katie Holmes, Maria Borges, Olivia Palermo, Johannes Huebl, Pete Davidson, Liev Schreiber and Fai Khadra. 

The new Chopard flagship store sits in the prestigious Crown Building, known as “the beating heart of American luxury,” for the legendary brands it houses inside— the ultra-exclusive Aman Hotel included. Named after the ornate crown topping it, the Crown Building was designed by architects Warren and Wetmore, the same team behind the biggest railway station in the world—Grand Central Terminal. 

“This new opening holds a symbolic significance for Chopard and my family. The Crown Building was completed in 1921, the same year Karl Scheufele II, my grandfather, arrived in New York to find work as a goldsmith. A century later, I believe that Chopard’s historical bond with the United States comes full circle with this new emblematic flagship boutique,” said Karl-Friedrich Scheufele, Chopard Co-President.

Inspired by the building’s architects and designed to resemble a New York penthouse, the flagship’s bespoke décor consists of unique furniture throughout its two levels. The airy ground floor is filled with natural light and features a dark gray and white veined “Fior di Bosco” Italian marble floor and a high ceiling adorned with seemingly floating Murano glass magnolia tree leaves by Venini. Four openings on the walls frame a cascade of more Murano glass magnolia leaves with colors evoking the four seasons, “a nod to nearby Central Park’s magnolia trees and Chopard’s commitment to nature.” Brass details in the custom velvet-covered walnut furniture mimic the large arches of the entrance. 

Currently on display at the new store’s downstairs VIP room is the famous necklace worn by Academy Award-winning Actress Julia Roberts at this year’s Cannes Film Festival. In Fairmined-certified 18 carat white and yellow gold, the beautiful piece is adorned with a rare yellow diamond weighing over 100 carats at its center and set with pear-shaped and cushion-shaped diamonds, totaling 54.67 carats. It is displayed alongside other incredible pieces of natural diamond jewelry from Chopard’s high jewelry and red-carpet collections. 

To celebrate the opening of its New York flagship, Chopard is introducing new exclusive watches in its Happy Sport collection, the Happy Sport Fifth Avenue Editions. Both feature the symbol of the apple with their signature dancing element spinning on the dial. The first timepiece in the 17-piece limited edition is dressed in black with a DLC-coated stainless steel case and an apple leather strap. The second is a diamond-set version powered by a self-winding movement, featuring a textured mother-of-pearl dial adorned with a dancing apple composed of rubies and tsavorites. Both creations are subtle nods to New York while keeping the DNA of the iconic Happy Sport collection. 

The Happy Sport collection also gets one more exclusive addition to honor the new flagship, the Happy Sport New York Edition, of which only 25 are available. Directly inspired by the city that never sleeps, it displays five dancing diamonds whirling around a mother-of-pearl dial crafted to outline the banks of Manhattan’s Hudson and East Rivers. The location of the hands marks the position of the famous Empire State Building in tribute to the architectural masterpiece towering above Manhattan.

Chopard’s beautiful new flagship store and exclusive pieces made to honor it show the importance of New York and the Americas to the legendary Swiss brand. Their new home on Fifth Avenue elevates the brand and continues to build on what is arguably the greatest shopping district in the world.