There's more to Chanel than luxurious handbags and outfits.
Founded in the 20th century, the French maison that once popularized tweed, shoulder bags, and black jackets has now opened its first boutique in the United States entirely dedicated to fine jewelry and watchmaking. Located on New York’s Fifth Avenue, the store occupies two floors of the iconic Crown Building, constructed in 1921. At first glance, its opulent façade resembles a jewelry box, with polished black granite contrasting against golden accents set behind iron and glass.
Architect and longtime collaborator Peter Marino celebrated the spirit of the maison, drawing inspiration from Chanel’s jewelry flagship at Place Vendôme in Paris. In creating a setting that feels both striking and intimate, Marino incorporated details that pay tribute to the brand’s history. The distinctive character of Chanel’s legendary apartment on Rue Cambon is also reflected in carefully selected furnishings, including a Louis XV desk by Jacques Dubois.
Continuing the Parisian influence, the boutique’s interior features a palette that is as bold as it is delicate, with golden tones illuminated by Dream Catcher rock crystal chandeliers, created by the renowned jewelry house Goossens. Rock crystal was one of Coco Chanel’s favorite materials.
The jewelry salons include a private consultation room, where clients can admire decorative pieces such as ceramics from the Tang dynasty and hand-applied wall finishes that evoke the designer’s apartment.
An avid art collector, Chanel drew creative inspiration not only from fashion but also from paintings and sculptural objects.
The carefully curated selection transforms the new boutique into a modern art gallery, where the details are as precious as the jewelry itself. Brazilian artist Vik Muniz is represented by a work commissioned by Chanel in 2004, depicting the designer’s face using hundreds of diamonds.
The space also features a distinctive sculpture by the late French artist André Dubreuil, crafted from Corten steel, oxidized copper, and amber crystal, alongside thirteen gold-leaf panels on linen canvas by Iranian artist Y.Z. Kami.
Known for revolutionizing women’s fashion and challenging traditional conventions, Chanel also pays tribute to influential female artists, including American sculptor Louise Nevelson, whose black-painted wooden work adorns the mezzanine.
The Superstar
The new space houses the maison’s fine watchmaking and high jewelry collections, including Comète, a tribute to the jewelry Coco Chanel created in 1932. At the time, the designer declared, “I wanted to cover women in constellations. With stars. Stars of all sizes.”
Reimagined for today, the celestial motifs appear in pendants, necklaces, and earrings. The Camélia collection delicately incorporates Chanel’s favorite flowers, while Ruban draws inspiration from satin ribbons, featuring pieces in 18-karat white and yellow gold adorned with dozens of diamonds.
Paying tribute to the Big Apple, the maison chose New York as the destination for an exclusive ring personalization service for its signature Coco Crush collection, inspired by the quilted motif that has been a symbol of the brand since 1955.
In watchmaking, the iconic J12 collection also takes center stage, retaining its original design in monochromatic black and white ceramic.
The recently reinterpreted Première Édition Originale, first introduced in 1987 and an enduring symbol of luxury, is also on display. Its distinctive case recalls the stopper of the Chanel N°5 perfume bottle, while its chain bracelet references the maison’s timeless handbags.
A celebration of masterpieces in the heart of New York City.