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Godfrey Deeny Published
February 19, 2025
Chanel has opened a new temporary watch and jewelry boutique on rue de la Paix, the nerve center of high-end jewelry in Paris.
Chanel’s key watch jewelry flagship, around the corner at 18 Place Vendôme, just closed this week and will undergo renovations under the guidance of Peter Marino, the American architect who is the single most influential creator of luxury boutiques in the industry.
The new shop is located at 15 rue de la Paix, in the former space of UK brand Dunhill; and is situated three doors away from the flagship of jeweler Cartier.
In what the French like to term an “ephemeral” space, Chanel’s new boutique will display a special selection of five high-end jewelry rings, known as Les Bijoux de Mademoiselle, in reference to the house’s founder, Gabrielle “Coco” Chanel.
These bold and dramatic rings – featuring elements of Renaissance grandeur and Byzantine color, will be available at the street corner space exclusively for the next six months. They go by names like Venetian, Cruise and Cambon, the latter after the house’s nearby historic headquarters.
Chanel first bought the the early-18th-century listed building at number 18 Place Vendôme in 1997. Ten years later, Peter Marino first revamped the space with a blend of art deco style and works of art, echoing the aesthetic of Coco’s private apartment on rue Cambon.
This new watch and jewelry showcase by Marino for Chanel will open its doors in 2025. Next year marks the 90th anniversary of the Bijoux de Diamants, the first high jewelry collection created by Coco Chanel back in 1932.