Chopard
[Official opening on March 21]
#01-03 Ngee Ann City

It may have been more than 30 years in the making, but as a testament to Singapore’s flourishing jewellery market, Swiss watchmaker and jeweller Chopard has chosen to open its first Asian flagship store here.

“The opening of this first flagship store in Asia is a key milestone for Chopard,” says Chopard Asia’s managing director Maxime Labey.

The 1,750 sq ft store is slated to open on March 21 at Ngee Ann City and is more than twice the size of the previous boutique they opened in 2002.

It is only the second Chopard boutique in the world – after the Madison Avenue store in New York City – to take after the new concept designed by renowned New York city-based French architect, Thierry W Despont. Despont, who has designed homes for the likes of Bill Gates and Calvin Klein has styled the boutique to look like a luxurious private home.

Says Mr Labey: “We still kept the warmth and feel of a townhouse, so one will be greeted by a fireplace with paintings and armchairs, giving the store a more personal touch.”

He adds that the store will boast private areas to cater to VVIP clients and feature a more extensive collection of Haute Joaillerie, jewellery and accessories.

“Haute Joaillerie and customised items continue to be popular, if not more so than ever, because those who are affluent enough to make such purchases will prefer something more personalised and exclusive, which they will be proud to own and wear.

“I am happy to say that Chopard is one of the most sought-after jewellers when it comes to this.”

Look out also for the new Elton John watch collection – a collaboration by Chopard’s co-president Caroline Gruosi-Scheufele and Sir Elton John where part of the sales proceeds will go in aid of the Elton John AIDS Foundation.

And despite the economic crisis, Chopard remains bullish about their decision to open a new flagship boutique and they hold high hopes for the future.

“For a luxury brand, it is important to keep a long-term perspective despite the current situation. Chopard is a family-owned business and so even though we are calculated in our move, we are also more nimble,” remarks Mr Labey.

“Maintaining a positive outlook and moving towards that direction are important to us. We believe that if one has products offering outstanding worth and services that make it justifiable for clients to make that purchase, we’ll do fine.” 

This article was first published in The Business Times.

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