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Chopard Reopens New Flagstore Boutique on London’s Luxurious Bond Street


Chopard recently reopens its flagstore boutique, the biggest in Europe, on the London’s luxurious Bond Street.

Chopard recently reopens its London boutique on the capital’s luxurious Bond Street at the Mayfair address at 12-13 Bond Street. Larger than ever before and refurbished in harmony with the environment to echo Chopard’s Journey to Sustainable Luxury, it thus becomes one of the key European flagship stores as well as the biggest for the Maison in Europe which has some 160 boutiques around the globe.


In keeping with the cherished traditions of the family business run by the Scheufeles from generation to generation, the prestigious showcase resembles a comfortable, elegant family home in the heart of one of the world’s most cosmopolitan cities in the world, once again asserting Chopard’s position as an ethical and contemporary Maison de Grand Luxe.

Not only a showcase for Chopard’s prestige and positioning in the world of luxury, the boutique will also reflect the Maison’s commitment to sustainability. Since 2018, Chopard has been the first watchmaker-jeweller to use 100% ethical gold for the production of all its creations.


The Chopard boutique on Bond Street takes on the appearance of an English club with its plush lounges, decorated with vintage parquet flooring, fireplaces and deep sofas, as well as its exclusive bar where guests of the Maison can revel in a relaxing moment. This warm, personal style and sense of comfort perfectly sum up the Chopard family spirit of providing its customers with an unforgettable experience, because well beyond its role as a watch and jewellery manufacturer, Chopard envisions itself as a family.


In addition to this, due to Chopard being engaged in a Journey to Sustainable Luxury since 2013, it was essential that the refurbishment work on the new flagship boutique mirror its environmental approach. Against this background, Chopard has favoured local sourcing in the renovation of its London store. Together with the architects, the Scheufele family opted for antique parquet flooring acquired from old buildings and restored, thus avoiding any tree-felling and creating an authentic look that accentuates the family home-style atmosphere.

Now installed in the historic buildings on Bond Street, the floors look as if they have always been there. The boutique entrance is made of Portland stone – a quintessentially English material renowned for its elegance and which matches the building’s façade to perfection. In the same vein, the furniture was entirely designed from FSC-certified wood and the ceiling lights feature low-energy LEDs.


With a sales area that has more than doubled in size, the new Chopard flagship boutique has enough space to display each of its Haute Horlogerie, Haute Joaillerie and engagement jewellery collections in three dedicated lounges offering an initiatory path of discovery through the Maison’s collections. Through this elegant association of materials combining the charm of London-style classicism with the most contemporary technologies, Chopard’s new boutique will serve as a new embassy that highlighted Chopard’s creations in an inimitable blend of refinement, simplicity and generosity that immediately invites discovery.