The Maison Chopard opens a new boutique in the heart of St. Moritz finest shopping street
Inside this new St. Moritz property, Chopard’s design team has managed to retain the Swiss mountain feel by offering the warm atmosphere of a modern chalet which never strays away from their luxurious roots.
Like everything Chopard does, a huge amount of research has gone into the design of this boutique. The brief for the designers was to create a property which blends perfectly with its surroundings whilst still providing the same cutting-edge luxury refinement seen in other flagship Chopard properties situated around the world.
The new boutique utilises the warmth of oak along with natural stones from Vals in the Grisons region. The walls are adorned with a plethora of beautiful images showcasing the spectacular surrounding scenery which is accentuated by the oak and a special grooving technique by specialist woodworkers from the surrounding region.
Although welcoming, the management at Chopard is very aware that their discerning customers also crave a certain degree of privacy while exploring the displays and viewing some of the industry’s finest watches and jewellery. Therefore, well-defined areas have been created where clients can view pieces with ease and in comfort. For that extra touch of relaxation, the St. Moritz boutique also has a bar area where clients can sample the finest whiskies selected by the Bacchus Cellar and some wonderful vintages from Château Monestier la Tour, which has belonged to the Scheufele family since 2012.
The new Chopard boutique is located at Via Da Vout 2 – 7500 St. Moritz, and showcases the latest Happy Hearts, Ice Cube and Mille Miglia collections, along with creations from Chopard’s Haute Horlogerie and High Jewellery workshops.
Chopard co-president Karl-Friedrich Scheufele commented: “By skilfully combining artisan-style techniques, modern technology and a love of art, we wish to offer our customers an authentic experience where they discover the finest creations from our Maison.”
Caroline Scheufele added: “I’m delighted with the work we have accomplished. Cooperation between our in-house teams and our family has been extremely productive and we are thrilled with the result. As you know, Chopard is a family business and we really wanted to incorporate this aspect into the welcome we offer our customers. Therein lie both our strength and our difference. This new concept also reflects our social and environmental commitments, since we have chosen materials from nearby regions in order to keep our ecological footprint to an absolute minimum. This was a very important factor in the project. We have opted for responsible luxury in our production and this must also apply to our boutiques.”
Karl-Friedrich Scheufele added. “We are continuing to invest in Switzerland, one of our main markets, and particularly in ski resorts and tourist areas, because we are convinced that luxury tourism will continue to grow in the coming years. I am extremely enthusiastic about the opportunities the future holds for Chopard in Switzerland. Our commitment to perpetually enhancing our service to our customers remains as strong as ever.”
Expanding the Chopard Network
2018 marks the 35th anniversary of the opening of the very first Chopard boutique in Hong Kong. The next major milestone in Chopard’s international expansion was in 2007 with the opening of their New York flagship property on Madison Avenue by Thierry W. Despont.
Today, Chopard has 160 boutiques around the globe, located in the world’s greatest capitals. In order to meet growing customer demand, Chopard has recently opened boutiques in new countries with a penchant for watchmaking and jewellery such as Sydney and Melbourn in Australia and Jakarta in Indonesia.
*Karl-Friedrich Scheufele is the Co-President of Chopard and is in charge of the Chopard Manufacture in Fleurier, Switzerland, the men watch division and all business management aspects. Together with his younger sister Caroline Scheufele he overlooks marketing, advertising and communication for the company.
Discover the latest Chopard collections here