Chanel’s New Golden Jewel Box on Fifth Avenue

It’s the brand’s first standalone store in the United States dedicated to watches and fine jewelry.

Despite being a presence on Fifth Avenue for decades, Chanel has never had a standalone watches and fine jewelry store. That’s changing as of today, as the luxury brand opens their first space in the United States dedicated towards baubles and timepieces. Located at 730 Fifth Avenue, the Peter Marino-designed space is a golden jewel box inspired by the brand’s Place Vendôme high jewelry workshop. Set in the historic Crown Building, the space also serves as a tribute to Gabrielle Chanel, her lucky number 5, as well as her taste in art, decor, and interiors.

To capture that jewel box feel, the exterior features black granite and cast gold bronze screens while the entryway has lacquer paneling and antique wooden lotus bouquets from Japan’s Edo Period. Rock crystal, a favorite of Chanel’s, appears in the form of a pair of Dream Catcher Goossens chandeliers. Once visitors pass through the gallery, to the right are two dedicated fine jewelry salons that have hand-applied coromandel-style wall finishes – a nod to the coromandel screens found at her apartment in Paris. Also present are a carved Regency-era mirror as well as an ebonized wood writing desk.

From there you’ll see the watch salon, which has a custom polyptych wall collage featuring 13 panels of gold leaf on linen by Y.Z. Kami, before your eyes descend upon a dramatic staircase. That leads to the mezzanine floor, which has two more fine jewelry salons including one for private client appointments. In this area modern and ancient meet, as Tang Dynasty era ceramics sit alongside artworks by 20th century female artists Louise Nevelson and Anna-Eva Bergman.

As far as what one can browse or buy, the pieces run the gamut from the fine and high jewelry lines as well as watches and haute horlogerie, albeit with some special bonuses for New York clients. The Fifth Avenue location will carry the Coco Crush collection (with a special engraving service for rings) plus the N°5, Camélia, and Ruban lines, for those who prefer classic Chanel motifs like the camellia flower or satin hair bows. Watch lovers will be certain to note the selection of timepieces, including styles from the J12 collection as well as the Première Edition Originale, a watch originally designed in 1987 featuring the octagonal shape of the stopper of the N°5 Perfume bottle through its black lacquered dial.

For those looking for more rare pieces, there will be an exclusive high jewelry line designed in honor of the occasion by Patrice Leguéreau, Director of the Fine Jewelry Creation Studio. Called Eternal N°5, the pieces consist of a diamond necklace and earrings, designed to recall the shape of the Chanel N°5 perfume bottle stopper designed in 1921 to evoke the aerial view of Place Vendôme in Paris. Also pre-launching at the new jewelry boutique will be Lion Solaire de Chanel, a collection inspired by the star sign, with lion motifs appearing on a necklace, earrings and rings set in diamonds and white gold. And finally, you’ll also be able to view the 55.55 necklace, which was designed for the 100th anniversary of the brand’s N°5 Perfume, as it’ll be on display especially for the opening.

Check out images of all these pieces plus the new store space below.

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