Chanel to open first watch, fine jewelry flagship in NYC

Chanel is set to open on Friday its first standalone boutique in the United States dedicated exclusively to watches and fine jewelry.  

Located on Fifth Avenue, the two-story boutique, designed by New York-based architect, Peter Marino, pays homage to the legacy of Gabrielle Chanel, with intricate details inspired by her iconic designs and personal style, and echoes the spirit of Chanel’s high jewelry workshop at 18 Place Vendôme in Paris.

The storefront, framed by the historic Crown Building’s Beaux-Arts gilded architecture, boasts honed black granite and gold bronze screens behind an iron and glass façade.

Inside, visitors are greeted by a symphony of gold and black tones, adorned with touches of rock crystal—a material cherished by Gabrielle. The interior is characterized by custom-made furniture, contemporary art pieces, and antique treasures, reminiscent of the ambiance of Chanel’s apartment at 31 Rue Cambon.

The boutique features a gallery room illuminated by rock crystal chandeliers and two dedicated Fine Jewelry Salons adorned with hand-applied wall finishes and elaborate mirrors. Past the gallery, is the Watch Salon and a dramatic staircase leading to the mezzanine floor where the Fine Jewelry Salons can be found, one of which is reserved for private client appointments. 

Chanel’s strong connection to the art world is evident throughout the boutique, with curated pieces from influential artists adorning the walls, including works by Vik Muniz, Y.Z. Kami, Louise Nevelson and Anna-Eva Bergman, as well as sculptures by André Dubreuil. 

In particular, the store houses an array of pieces from the Fine and High Jewelry, Watches and Haute Horlogerie collections. The Fine Jewelry collections include the Coco Crush and N°5 Fine Jewelry collections, as well as the Comète and Camélia lines. Only in New York, Chanel will provide a special custom engraving service for rings from the Coco Crush collection. 

As part of its timepiece selection, the iconic J12 collection can be found, alongside the newly reinterpreted Première Edition Originale. 

To mark the opening of the Fifth Avenue flagship, Chanel will also unveil exclusive High Jewelry designs and pre-launches. Highlights include the “Eternal N°5” collection, featuring transformable diamond pieces inspired by Gabrielle Chanel’s lucky number, and the Lion Solaire de Chanel collection, paying homage to her Leo star sign.

Lastly, the masterpiece necklace from the N°5 High Jewelry collection, featuring a rare tailor-made diamond cut to 55.55 carats, will be on display.