LONDON — Boucheron, the upscale jewelry company, has unveiled two stores with its new retail design concept in London and San Francisco, and plans to open units in at least 10 more markets in the next three years.

"We have a global objective for this company. We want to be the fourth-largest jewelry brand, in terms of sales, in the world — after Cartier, Tiffany and Bulgari," Massimo Macchi, chief executive officer of Boucheron, said in a phone interview. "We are currently focusing on developing the brand on a global basis via a pillar strategy of flagships in key markets, including France, the U.K., Italy and Japan."

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