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Chanel Opens Dazzling Watches and Jewelry Flagship on Fifth Avenue

The New York store, designed by architect Peter Marino, is a gilded treasure chest of the luxury brand’s most opulent pieces. The design pays homage to Gabrielle Chanel and the lucky number five.

Erica Silverman

9 February 2024

Today in New York, Chanel unveils its much-anticipated Watches and Jewelry Flagship Boutique at 730 Fifth Avenue. The new store is exquisitely designed by New York-based architect Peter Marino, inviting local city dwellers and international visitors alike into a gilded treasure chest of the luxury brand’s most opulent creations. 

Invoking Chanel’s regal Watch and Fine Jewelry boutique situated at 18 Place Vendôme in Paris, as well as beloved founder Gabrielle Chanel’s decorative apartment at 31 Rue Cambon, the latest iteration elegantly rejoices in the maison’s legendary savoir-faire and ardent dedication to impeccable style and craftsmanship. 

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

An Homage to Gabrielle Chanel Unfolds in a High-Style Shangri-La on Fifth Avenue 

A ravishing homage to Gabrielle Chanel’s lucky number five, the Fifth Avenue flagship is set within the timeless Crown Building—a gem of Beaux-Arts architectural design. Passersby will encounter the shop’s striking facade of black granite collaged with cast gold bronze screens. Upon entering, a burst of warm gold and onyx—enhanced with glittering rock crystal (one of the founder’s favored materials)—welcomes clients into an ethereal realm of luxurious possibilities. 

A creative fusion of bespoke lighting, furniture, textiles, antiques, and contemporary art welcomes distinguished clients and newcomers into a high-style Shangri-la. Throughout the transcendent entryway, antique wooden lotus bouquets spotlighting Japan’s Edo Period are in conversation with sleek gold and black lacquered paneling, sparking a poetic meditation on the artistry of past, present, and future that endures in every facet of the breathtaking boutique. 

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

Salons Feature Lighting by Paris-based Goldsmith Goossens and Singular Adornments 

Adjoining gallery rooms shine by the light of “Dream Catcher” chandeliers created by Paris-based goldsmith Goossens, while two Fine Jewelry salons soar with double-height ceilings embellished by hand-crafted coromandel-style wall finishes—a skilled revisioning of the chic coromandel screens found in Gabrielle Chanel’s own home. An ebonized wooden writing desk and 18-inch Regency-era mirror provide ideal moments of reflection and contemplation. 

Embarking on the mezzanine floor, visitors will discover two additional lavish salons, with one serving private clients with the utmost hospitality and bespoke services. Singular adornments ranging from Goossens’s cinematic lighting, to Jacques Dubois’s Louis XV desk, to Delos & Ubiedo’s “Tweed” lamps, set the scene for an unforgettable experience with Chanel. 

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

Artworks by Louise Nevelson and Vik Muniz Illuminate Chanel

Mademoiselle Chanel’s adoration and lifelong support of the arts is deftly reflected in a myriad of stunning visual masterpieces. Meticulously curated by the maison alongside Marino, the flagship’s meaningful collection includes French artist André Dubreuil’s steel, copper, and crystal sculpture within the intimate gallery room, as well as Iranian-American painter Y.Z. Kami’s sweeping collage of 13 gold leaf panels on linen canvas inside the euphoric watch salon. 

Visitors will be transported on the mezzanine floor by American sculptor Louise Nevelson’s otherworldly, painted wall work, and by Norwegian abstract expressionist painter Anna-Eva Bergman’s harmonizing panel of wood, metal, and tempera. Brazilian artist and photographer Vik Muniz’s Chanel, Pictures of Diamonds illuminates the maison’s alluring founder with a celestial bounty of crystals.

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

Coveted Watches and Jewelry Collections Meet Exclusive Fifth Avenue Chanel Treasures 

The house‘s coveted signature collections meet with exclusive Fifth Avenue boutique treasures within the new space. Coco Crush Fine Jewelry is on display, offering the iconic quilted motifs sculptural profile in 18-karat yellow, white, or beige gold—with angelic diamond settings now available for mini bracelets if so desired. In pure New York style, the shop exclusively provides the option of custom engraving services for Coco Crush rings. The N°5 Fine Jewelry collection, the fluid Camélia collection, and the star-patterned Comète collection, all celebrate the joys and passions of Mademoiselle Chanel. 

A myriad of enchanting timepieces may be discovered, from the exemplary J12 collection of bold monochromatic and ceramic designs to the freshly revisioned Première Edition Originale. The latter, inaugurated in 1987, captivates with a black lacquered dial evoking the geometric N°5 Perfume bottle stopper, as well as with the resplendence of woven onyx calfskin and 24-karat gold-coated steel chain, in reverence of the maison’s trademark handbags. 

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

The Dazzling Eternal N°5 High Jewelry Collection 

High Jewelry showpieces unique to the New York boutique include the dazzling “Eternal N°5” collection designed by Patrice Leguéreau, Director of the Fine Jewelry Creation Studio. A necklace and earrings of white gold make way for a diamond and white gold numeral 5;  emerald-cut gems bring to mind once again the elusive N°5 Perfume bottle stopper, developed in 1921 to grasp the surreal aerial view of Place Vendôme. With avante-garde vision, diamonds may be detached and donned beautifully on rings. 

Lion Solaire de Chanel revisits Gabrielle Chanel’s astrological star sign of the Leo with imagery of the courageous animal blended into white gold and diamond rings, earrings, and necklaces. On the occasion of the boutique’s momentous opening, the 55.55 masterpiece necklace first designed in 2021 will journey to New York, allowing international visitors to bask in its glow of kaleidoscopic diamonds parading to a central heart of a 55.55 carat diamond—culminating in a spellbinding figuration of the Chanel N°5 perfume vessel.

Chanel NYC Watches and Jewlery Fifth Avenue Flagship Opening

Courtesy of Chanel.

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