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Cartier - Grand Reopening at Number 35

Cartier Grand Reopening at Number 35

Cartier has reopened its Geneva boutique

Good things come in threes. After months of renovations (towards the end of which WorldTempus had the opportunity to look around the almost-completed premises), Cartier has reopened its boutique at 35 Rue du Rhône, Geneva, for the third time since the shop first opened its doors in 1969. This time, the jeweller-watchmaker called upon Moinard Bétaille to transform the client areas of the boutique. Having seen the opulent result, it’s no surprise that their relationship goes back more than 20 years.

Grand Reopening at Number 35

Geneva boutique, under construction © WorldTempus/Caitlyn Fish

With an enlarged surface area of something over 1200m2, the Geneva store is Cartier’s biggest retail space in Switzerland. The second floor has also had a facelift: it now houses the Résidence, an area of 160m2 comprising an entrance hall, kitchen, bathroom, two service rooms and two lounges. This will be an ideal setting to welcome friends of the brand, as well as to organise all kinds of exclusive events – exhibitions, dinners, seminars, masterclasses, etc.

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Geneva Boutique © Agence Moinard Bétaille, Bruno Moinard and Claire Bétaille

Réouverture au numéro 35

Geneva boutique © WorldTempus/Jordy Bellido

Before entering the inner sanctum, guests must pass beneath the gaze of the Cartier panther in mosaic that stands guard at the entrance. In subdued tones of beige, gold and champagne bronze – the preferred palette of the Maison – this breathtaking mosaic provides a sample of the meticulous workmanship for which the company is known. The presence of artistic crafts throughout the space captures the refined spirit of Cartier, showcasing a rich portfolio of mosaic, mother-of-pearl, tapestry, straw marquetry, glasswork, lacquer, gold leaf and metalworking. 

Réouverture au numéro 35

Mosaic wall © WorldTempus/Jordy Bellido

The Maison makes the most of these crafts to highlight its connection to its surroundings, and its location in Geneva. At the entrance, alongside the panther, an inspired Water Jet in mosaic anchors the boutique to its host city. But this is only the most obvious reference – many more subtle hints can be found in the different rooms, but you will have to discover them for yourself!

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Geneva boutique © Agence Moinard Bétaille, Bruno Moinard and Claire Bétaille

Réouverture au numéro 35

Geneva boutique © WorldTempus/Jordy Bellido

The boutique’s decor provides a resplendent setting for the pieces on display, which include the Cartier Collection – a suite of jewellery pieces, watches, clocks and other precious objects – and the Cartier Tradition department, which helps collectors to discover rare and ancient jewellery, timepieces and objets d’art. A stroll through the various rooms and spaces provides a feast for all the senses. Be sure not to miss the spectacular “hall of mirrors” on the first floor.

Réouverture au numéro 35

Hall of mirrors © Agence Moinard Bétaille, Bruno Moinard and Claire Bétaille

 

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Characterised by audacity and inventiveness, Cartier’s watchmaking history reflects a unique state of mind: “jeweller of kings and king of jewellers”. Its renown is bound up in the tradition of excellence to which it is heir. Cartier was a forerunner in the use of platinum in jewellery and one of the pioneers of watchmaking.

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