Earlier this month, the globally renowned fashion house Chanel unveiled its new flagship watch and jewellery boutique at the prestigious Crown Building on Fifth Avenue in New York City. Recognised for its revolutionary contributions to fashion, Chanel has redefined the standards of style and introduced revolutionary designs that transcend eras. This fusion of classic aesthetics and contemporary allure can be seen across the brand’s jewellery collections, from the characteristic use of pearls and diamonds to the incorporation of Coco Chanel’s signature motifs. This latest boutique marks a significant milestone as it is the first standalone store in America dedicated solely to Chanel’s exquisite watches and fine jewellery, establishing its continued commitment to the U.S. market since Gabrielle Chanel’s first visit to New York in 1931.
Located in the heart of New York City’s iconic Fifth Avenue, The Crown Building is a testament to the allure of luxury brands housing esteemed names such as Zegna and Prada. Following a stream of luxury buyouts and renovations, Fifth Avenue has established itself as a prime luxury retail location, with Prada’s recent $835 million investment and Kering’s $963 million acquisition of a piece of its real estate. This makes it a strategic location for Chanel’s first American jewellery boutique, solidifying the US market as a stronghold for Chanel. Moreover, while the French Maison keeps sales figures guarded, Morgan Stanley estimates its jewellery sales at approximately €765 million in 2022, attesting to the brand’s formidable position in the global market, which, according to Bain and Company, reached between €165 and €168 billion in 2023. With the Americas representing 25 per cent of this share, the region holds a special allure for ultra-high-net-worth individuals, marking a pivotal focus for Chanel’s future endeavours in fashion and luxury.
The two-storey building was designed by renowned New York-based architect Peter Marino, who took inspiration from 18 Place Vendôme in Paris, the epicentre of Chanel’s watches and jewellery operations. Similarly to its Parisian counterpart, the exterior of the New York boutique is modelled after a golden jewel box and is adorned with honed black granite and cast gold bronze screens. However, the New York storefront is framed by the Beaux-Arts gilded architecture of the historic Crown Building, creating a visually stunning and luxurious façade.
Another of Marino’s inspirations for the boutique’s design was the brand’s founder, Gabrielle “Coco” Chanel, who initiated Chanel’s relationship with New York after visiting the city almost a century ago. Incorporating her lucky number 5 and her affinity for art and decoration, the interiors are adorned with a palette of gold and black, complemented by rock crystal, a favourite material of the fashion mogul. The journey through the boutique reveals carefully curated spaces, each telling a story with its compilation of contemporary and fine art, antiques, custom-made furniture, and lighting that echo the timeless elegance of the Chanel brand.
For example, the gallery room showcases sculptures by the late French artist André Dubreuil and is adorned with gilded walls and rock crystal “Dream Catcher” chandeliers. Equally, the staircase in boutique’s watch salon features custom bannisters in 24k gold and rock crystal plates. This leads to the mezzanine floor, where there are two fine jewellery salons, one reserved for private client appointments, and an impressive collection of 20th-century contemporary art by several influential female artists. This is also where customers will find the piece “Chanel, Picture of Diamonds”, a commission from Brazilian artist Vik Muniz in 2004 that depicts a bejewelled portrait of Coco Chanel.
To commemorate the opening of the Fifth Avenue boutique, Chanel has created several exclusive high-jewellery designs and pre-launches that will be available at the New York Store. This includes two collections dedicated to Chanel’s founder: the “Eternal N°5” high jewellery collection, featuring a unique diamond necklace and earrings depicting the number 5 and the Chanel N°5 perfume bottle stopper, and the Lion Solaire de Chanel, inspired by Coco Chanel’s Leo star sign. The showstopper collection pays tribute to the brand’s iconic N°5 perfume’s 100th anniversary, presenting a stunning necklace set with a tailor-made diamond cut to 55.55 carats to honour the enduring allure of Chanel’s iconic N°5 perfume.
In regard to timepieces, Chanel presents a selection of its iconic J12 collection with monochromatic black and white high-resistance ceramic designs. Moreover, the Première Edition Originale has received a modernised interpretation, reflecting the essence of Chanel with its octagonal shape and interlaced black calfskin.
From the meticulously designed exterior to the curated interior and exclusive accessories, Chanel’s new Fifth Avenue boutique is a testament to the brand’s commitment to luxury, artistry, and exclusivity. When patrons enter this opulent space, they will journey through the brand’s rich history, artistic collaborations, and unparalleled craftsmanship. As Chanel continues to expand its fine jewellery and watch business in the U.S., this flagship store represents a key milestone in the brand’s pursuit of excellence in the world of luxury.