Chopard Boutique St. Moritz Opening

The new St Moritz boutique reveals Chopard's new concept for mountain boutiques, that deviates slightly from the global design theme revised by famous designer Thierry W. Despont for the Madison Avenue New York flagship store in 2007. The Chopard design teams and Scheufele family achieved the feel o

The new St Moritz boutique reveals Chopard's new concept for mountain boutiques, that deviates slightly from the global design theme revised by famous designer Thierry W. Despont for the Madison Avenue New York flagship store in 2007.

The Chopard design teams and Scheufele family achieved the feel of a modern Swiss mountain chalet.

Chopard Boutique St Moritz

Old style boutique

The Scheufeles have always been involved with the ambiance of their in-house 'Look' since the original dark wood marquetry decor designed by matriarch Karin Scheufele for the boutiques in Hong Kong (1983) and Vienna (1989).

New style boutique

Swiss Mountain Chalet

Chopard Boutique St Moritz

Like all Chopard boutiques, the St Moritz establishment has that cosy feel and warm atmosphere of a Swiss chalet with its signature fireplace. Even in tropical locations, Chopard boutiques always have a fireplace and comfortable armchairs.
The warm oak wood invites clients into the snug world of a mountain chalet with natural stones of Vals in the Grisons region and the unique decoration of St Moritz using sgrafittis. These geometrical shapes created by an ancient grooving technique, promote a sense of privacy as visitors stroll around.

Chopard Boutique St Moritz

The famous Chopard hospitality is enhanced with the best whiskies selected by Karl-Friedrich's 'Le Caveau de Bacchus' as well as fine vintages from 'Château Monestier la Tour', which has belonged to the Scheufele family since 2012.

Opening

Chopard Boutique St Moritz

The St Moritz Boutique opened this month with Chopard co-president Caroline Scheufele revealing it to select guests.

Caroline Scheufele said: “I’m delighted with the work we have accomplished. As you know, Chopard is a family business and we really wanted to incorporate this aspect into the welcome we offer our customers. Therein lie both our strength and our difference. This new concept also reflects our social and environmental commitments, since we have chosen materials from nearby regions in order to keep our ecological footprint to an absolute minimum. We have opted for responsible luxury in our production and this must also apply to our boutiques.”

Karl-Friedrich and Caroline Scheufele

Chopard co-president Karl-Friedrich Scheufele describes the approach: “By skilfully combining artisan-style techniques, modern technology and a love of art, we wish to offer our customers an authentic experience where they discover the finest creations from our Maison.”

St Moritz has special meaning being the name of the first sporty watch model designed by Karl-Friedrich Scheufele.

St Moritz watches

By the end of 2017, the Maison will have no less than 160 boutiques around the globe, located in the world’s greatest capitals and on the most prestigious shopping miles. In order to meet growing customer demand, Chopard has recently opened boutiques in new countries such as Sydney and Melbourne in Australia and Jakarta in Indonesia.

Some Global Locations

The new boutique relocated to the very heart of St Moritz's finest shopping street – Via Da Vout 2 – where the latest Happy Hearts, Ice Cube and Mille Miglia collections, along with creations from the Haute Horlogerie and High Jewellery workshops await.

Chopard Costa Mesa, USA

Chopard Harrods London

Chopard Brickell City Centre Miami

Chopard Ginza Six Tokyo

If you visit St Moritz, please do an eye witness report for PuristS...

Regards,

MTF