Chopard opens new boutique in St Moritz featuring a new retail design concept

Chopard has recently debuted in St Moritz a new retail design concept specifically intended for mountain boutiques. The boutique was created by the Chopard design teams and the Scheufele family.

Stemming from often lengthy and meticulous research, the immediately recognisable Chopard boutiques radiate the same refinement the world over thanks to a warm and cosy environment. It is with this mind that the Chopard teams designed the new St Moritz boutique. It invites clients of the Maison in the snug world of a mountain chalet where the warmth of oak wood mingles with natural stones of Vals in the Grisons region and with the unique coating of St Moritz region adorned with superb sgrafittis, remarkable geometrical shapes obtained through an ancient grooving technique only mastered by some specialists of the region.

To promote a sense of privacy and make visitors feel at ease in strolling around the point of sales, well-defined adaptable areas have been designed to accommodate the finest High Jewellery, watchmaking and accessories. This exclusive setting will be imbued with Maison Chopard’s characteristic warmth, to the accompaniment of the best whiskies selected by the Bacchus Cellar along with the greatest vintages from the Château Monestier la Tour, which has belonged to the Scheufele family since 2012.

In addition to getting a new interior design, the boutique is relocating to the very heart of the resort’s finest shopping street. Its many international customers will now flock to Via Da Vout 2 – 7500 St. Moritz to discover the latest Happy Hearts, Ice Cube and Mille Miglia collections, along with creations from the Haute Horlogerie and High Jewellery workshops that have forged Chopard’s worldwide reputation.

Caroline Scheufele said: “I’m delighted with the work we have accomplished. Cooperation between our in-house teams and our family has been extremely productive and we are thrilled with the result. 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. This was a very important factor in the project. We have opted for responsible luxury in our production and this must also apply to our boutiques.”

Karl-Friedrich Scheufele adds. “We are continuing to invest in Switzerland, one of our main markets, and particularly in ski resorts and tourist areas, because we are convinced that luxury tourism will continue to grow in the coming years. I am extremely enthusiastic about the opportunities the future holds for Chopard in Switzerland. Our commitment to perpetually enhancing our service to our customers remains as strong as ever.”

A strong and perpetually evolving international network

In 1983, Chopard opened its first boutique in Hong Kong. In 2007, the group established a presence on New York’s legendary Madison Avenue with a flagship boutique that also heralded a new architectural concept dreamed up by famous designer Thierry W. Despont. Since then, Chopard has actively pursued the expansion and renovation of its boutique network. 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 with a penchant for watchmaking and jewellery such as Sydney and Melbourn in Australia and Jakarta in Indonesia.