Chanel has revamped its London watch and fine jewelry boutique, and expanded the space to 2,798 square feet with help from Peter Marino.
Located at 173 New Bond Street, the boutique carries fine jewelry and watch collections including the Coco Crush, Sous le Signe du Lion and the new Boy.Friend watch. Two diamond-set versions of the new Boy.Friend watch, with references to the New Bond Street address, are exclusive to the revamped London store.
The original store, which opened in 1997, has been expanded from the original floor to three. Designed by Marino, who also created the Chanel watch and jewelry spaces at Harrods and Selfridges, as well as the main Chanel boutique, took his inspiration from Gabrielle Chanel’s Parisian town house on Faubourg Saint-Honoré and her apartment at 31 Rue Cambon.
Seventeenth-century Coromandel screens adorn the walls of the ground floor while bronze metal stands by Gene Summers sit on a red marble fireplace mantel. The stairway features a rock crystal and bronze balustrade by Goossens. The room also features an 18th-century Venetian mirror, two Goossens “Couronne” chandeliers, a gold-and-black lacquered custom Alasdair Cooke cabinet with floral and abstract design.
There are 49 watch and fine jewelry boutiques worldwide. In the U.K., there are three watch and fine jewelry boutiques, at Harrods, Selfridges and on New Bond Street.
“London is one of the most cosmopolitan cities in the world especially when it comes to jewelry and watches,” said Benjamin Comar, international fine jewelry director at Chanel.
“We’ve had a great store here on this site for nearly 20 years so we are very proud to be able to open this new boutique on the same premises, and this opening signifies a big translation of our U.K. business into a high-scale store. We want the client to feel at ease here, be part of the house and very comfortable in our environment. We have increased the size of the space so we’re now taking over the whole building instead of just one level. The second floor of the building has also been removed to enable the first floor to have a double height to its ceiling — what you could call an ultimate luxury in terms of design,” he told WWD.