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Chopard - Opening of its new St. Moritz boutique

Chopard Opening of its new St. Moritz boutique

Created by the Chopard design teams and the Scheufele family, this new boutique has been inaugurated in December.

The cosy feel and warm atmosphere of a modern chalet  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.

Nouvelle boutique à Saint Moritz

warm and cosy environment at St. Moritz new boutique © Chopard

Chopard co-president Karl-Friedrich Scheufele describes the approach in these terms: “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.”

“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” said Caroline Scheufele. And add “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”.

Respectful of Chopard’s Swiss roots, the Scheufele family has chosen to continue its investments in the Maison’s native land. In january 2018, Chopard has 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.

In order to discover the new boutique and the latest Happy Hearts, Ice Cube and Mille Miglia collections, along with creations from the Haute Horlogerie and High Jewellery workshops, you can come to the very heart of the resort’s finest shopping street of St. Moritz : Via Da Vout 2. 

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Maison Chopard epitomises the alliance between watchmaking and jewellery. It has always known how to meet the expectations of its day, relying on four essential values: expertise, tradition, innovation and commitment to philanthropy, whilst working hard to pass on knowhow and skills to future generations.

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