Chopard Moves Its NYC Flagship to Fifth Avenue

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In case you missed it, Chopard quietly opened its new flagship boutique in the iconic Crown Building on New York City’s Fifth Avenue. It marks an exciting—and historic—move for the haute jewelry and watchmaking house, from its former home of 15 years on Madison Avenue. To fête the occasion, co-presidents Caroline and Karl-Friedrich Scheufele invited a bevy of NYC locals and friends of the brand—including Uma Thurman, Katie Holmes, and Maye Musk—to take a look inside the stunning new space.

chopard fifth avenue store

Nina Choi

new york, new york   december 05 katie holmes, maye musk, karl friedrich scheufele, christine scheufele, caroline scheufele, liev schreiber and uma thurman attend the ribbon cutting at the grand opening of chopard's new york flagship boutique on fifth avenue on december 05, 2022 in new york city photo by noam galaigetty images for chopard

Maye Musk, Karl-Friedrich and Caroline Scheufele, Liev Schrieber, and Uma Thurman.

Noam Galai

Both Caroline and Karl-Friedrich attest that the new location served as the perfect opportunity for a change of scenery. After all, the hotelier Aman Group (also housed in the Crown Building) has a close relationship with Chopard, and the synergy is perfect as both companies share a passion for the highest quality products in their respective fields. During the pandemic, people yearned to travel and bring back treasures that could only be found by visiting a faraway locale. However, once the world finally started to open up again, many found the luxury boutique landscape to be quite homogenous. You could find yourself in almost any corner of the globe, in any particular marquee brand store, only to find the same pieces you would find back home.

chopard big apple necklace

Chopard’s Big Apple Necklace.

Courtesychopard luc quattro spirit 25

The L.U.C Quattro Spirit 25 Fifth Avenue Edition watch.


That’s why it was extremely important to Caroline to create unique pieces that will only be found in that specific place, giving the client that lost (but now found) sense of discovery in each city. In Manhattan, for instance, there will be a limited-edition carnelian Big Apple necklace set in rose gold along with two limited-edition Happy Sport watches featuring a mobile apple, as well as a L.U.C. Quattro Spirit 25 Fifth Avenue Edition. The centerpiece for me in particular is without a doubt the Haute Joaillerie necklace, featuring a 100-carat vivid yellow diamond, which is impossible to miss. Here’s to rediscovering that sense of joy in one of the brightest cities in the world.

More From ELLE

preview for Elle US Section: Fashionchopard fifth avenue store opening

The Happy Sport Fifth Avenue Edition watch.

Courtesychopard fifth avenue boutique


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