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Boucheron - Two boutiques in Shanghai

Boucheron Two boutiques in Shanghai

Boucheron announces the reopening after refurbishment of its boutique in Plaza 66 and the opening a new boutique in Shanghai International APM.

The new boutique concept was designed to mirror Boucheron's contemporary Hôtel Particulier in Paris. The pale marble that greets the visitor is inspired by that found on the façade of 26 Place Vendôme, selected by Frédéric Boucheron in 1893. As they enter, customers are immersed in a white and champagne-colored decor which pays homage to the brightness of the parisian boutique at 26 Place Vendôme. They can admire Boucheron's collections in the large display cases and thumb through century-old books in the library. The furniture is made of quartz marble, echoing the crystalline sensuality of the rock crystal work so dear to Boucheron.

Boucheron-boutique-Shanghai-Plaza-66-Interior These boutiques display the Maison’s High Jewelry items and iconic jewelry collections, such as the graphic Quatre or the timeless Ava, as well as the Serpent Bohème collection, a tribute to the love story between Frédéric Boucheron and his wife Gabrielle. Timepieces will also be celebrated through the new Epure and Epure d’Art collections, as well as the timeless Reflet.
Renowned for its hospitality for over 150 years, Boucheron welcomes customers as it would greet its friends. Over all these years it has forged strong ties with them by supplying unique jewelry to help them celebrate the most marvelous moments of their lives.
Always striving to be close to its customers, even online, Boucheron now has a Chinese website and a page on Sina Weibo, China’s premier social network.

Boucheron - Plaza 66
Level B – Shop B106
1266 Nan Jing Xi Road
Tel: (8621) 6288 9915  
Boucheron - Shanghai International APM
Shop L1-163&165  
999 Huai Hai Zhong Road, Xuhui
Tel: (8621) 3366 0908

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Everything in the Maison centers on a global message linked to joy, to happiness and the celebration of life: for the Boucheron family, life is festive. Frédéric Boucheron’s choice of the theme of 'Joyful Hours' in his vision of watchmaking perfectly represents this message.

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