hopard opened a new flagship store on Fifth Avenue in New York City within the prestigious Crown Building – the beating heart of American luxury. In keeping with Chopard’s family spirit, this new address – just like the Maison’s flagship boutiques in London, Paris, Dusseldorf and Milan – is conceived as a new home with a unique identity inspired by the aesthetical character of the city.

At the Crown Building, visitors will be welcomed with the warm hospitality Chopard is renowned for in an elegantly designed New York townhouse home imbued with the art deco style of the hosting building.

The airy ground floor filled with natural light features a dark gray and white veined “Fior di Bosco” Italian marble floor and an impressive high ceiling adorned with magnolia tree leaves made of Murano glass by Venini seemingly floating in the air. Four openings on the walls frame a cascade of more Murano glass magnolia leaves with color variations evoking the four seasons – they are a nod to the nearby Central Park’s magnolia trees and Chopard’s commitment to nature.

Brass details echoing the large arches of the entrance embellish the velvet-covered custom-made walnut furniture. The walls will be decorated with a regularly changing display of contemporary art to renew the ambiance and provide striking surprises for customers and visitors.

Chopard’s iconic jewelry and watch collections, such as Happy Diamonds and Happy Hearts, take center stage on the ground floor. On the lower ground floor, the Gentlemen’s Lounge showcases gent’s watches, including L.U.C Haute Horlogerie and Alpine Eagle. The dazzling creations dreamed up by Caroline Scheufele can be admired in the Haute Joaillerie lounge sitting around tables made entirely of amethyst.

The opening of this new American home offers Chopard the perfect opportunity to present the Maison’s novelties. Among the new watches is a new 41-millimeter Alpine Eagle in ethical yellow gold with a ‘Golden Peak’ dial, two limited-edition Happy Sport watches featuring a mobile apple, and a L.U.C Quattro Spirit 25 Fifth Avenue Edition, which is a jumping hour watch.

The new Haute Joaillerie creations include a splendid necklace set with an exceptional fancy vivid yellow diamond weighing more than 100 carats and a limited-edition Chopard Big Apple necklace featuring a big carnelian apple set in ethical rose gold – a homage to New York.

After 15 years on Madison Avenue, this new Chopard flagship store on Fifth Avenue, the epicenter of luxury in America, heralds a new era for the Maison in the United States. The Crown Building was designed by architects Warren and Wetmore, who also conceived the biggest railway station in the world: the Grand Central Terminal in New York.

“This new opening holds a symbolic significance for Chopard and my family. The Crown Building was completed in 1921, the same year that 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.