From the very start of Van Cleef & Arpels, the founders understood the importance of opening boutiques exactly where their clients were, be it their vacation destinations or places of residence. This is why Van Cleef & Arpels was among the first jewelers to establish a presence in Geneva with a boutique on Quai du Général-Guisan in 1960.
The ongoing history and relationships woven with customers also led to the opening of a second location, inaugurated at 31 Rue du Rhône, known as “La Boutique.” Van Cleef & Arpels’ expertise quickly attracted a clientele drawn to the Maison’s excellence. In 2013, the exhibition “Van Cleef & Arpels: 50 years of history in Geneva” – in which creations from the Heritage Collection were displayed alongside exceptional loans from collectors – celebrated the Maison’s ties with its Swiss customers. Summer 2026 sees a new burst of radiance in the shape of a completely redesigned setting enabling the brand’s universe to shine in a whole new dimension.
Magical reflections in the heart of the city
Bringing its two boutiques together under one roof, Van Cleef & Arpels is inaugurating a 480-square-meter two-floor area at 23 Rue du Rhône. As Stéphanie Rault, President for Europe & CIS, explains: “We designed this new space to offer a warm and welcoming atmosphere, from the moment one steps inside, like an intimate living room where visitors will immediately feel at ease.” Bearing the unmistakable imprint of the lake on one side, the boutique’s entirely transparent façade reveals the Maison’s monograms like lacework suspended in the light. “We wanted to create a transparent effect that makes the boutique decidedly inviting, especially since natural light is essential for appreciating jewelry.”
At night, the Maison’s monogram, in the form of diamonds with multiple textures and colors, radiates a dreamy glow on the outside. The interior is composed of exclusive zones exuding Van Cleef & Arpels’ cherished symmetry and is adorned with Art Deco references, Nature-inspired decor and details expressing its poetic vision.
Heritage, an unmistakable guiding thread
What truly sets this boutique apart is the permanent heritage section it houses. This is neither a museum nor a temporary exhibit, but instead a continuous conversation between past and present that is renewed twice a year. “A very significant part of the boutique is dedicated to heritage” says Stéphanie Rault. “The Maison is committed to fostering a dialogue between the present and the past by forging connections, demonstrating in a highly tangible way the fusion of style, craftsmanship and excellence that has always been the Maison’s guiding thread since its founding. ” Each exhibition will be accompanied by lectures, guided tours and presentations by L’ÉCOLE, School of Jewelry Arts, thus providing a range of opportunities for the public to engage, learn and marvel.
An exhibition born from historic ties with Swiss clients
To mark the boutique’s opening, an exhibition is presenting a selection of creations from the 1930s to the present day. From June 4 to October 10, 2026, “Van Cleef & Arpels in Geneva: The Story Continues” will pay tribute to the Maison’s iconic sources of inspiration and its longstanding ties with its Swiss clientele, thus offering the public a journey through the Maison’s history.
More than 80 pieces will be on display, including some 60 from private collections and around 20 from the Maison’s Heritage Collection, which comprises 3,000 archive items. The exhibition is organized into three sections: historical models from the 1930s to the 1980s, signature high jewelry collections and themed creations.
“Clients are the heart of everything”, as Stéphanie Rault explains. “It’s a true testament to their loyalty. They entrust us for several months with their jewelry pieces that they love to wear. It’s a beautiful gesture on their part and we are extremely grateful to them.”
An Haute Joaillerie Maison, its clients, their jewelry, a city. Rarely has the idea of loyalty found such elegantly tangible expression.
