PodcastsJan 12, 2026
The latest poscasttest
MajorsJul 27, 2020
Chopard Flagship Plans Move to Fifth Avenue
The Swiss watch and jewelry company said the move signifies the importance of the U.S. market to its brand.
A pair of ginkgo tree earrings from Chopard’s 2020 Red Carpet Collection in 18-karat rose gold and titanium set with 33.3-carats of pear-shaped emeralds, 16.5-carats of brilliant-cut yellow sapphires and 14.9-carats of tsavorites (price available upon request). The watch and jewelry company will relocate its flagship to Fifth Avenue in New York City.
New York—Chopard’s flagship store will soon have a new address.
The jeweler’s boutique will move to the corner of Fifth Avenue and 57th Street from its former home on Madison Avenue and East 63rd Street.
The store is near David Yurman’s new flagship and shares a neighborhood with Van Cleef & Arpels, Mikimoto, Piaget, Hublot and Verdura.
Chopard’s move-in date is yet to be determined, a spokesperson told National Jeweler.
The boutique will be located in the historic Crown Building, constructed in 1921 by August Heckscher and designed by Warren and Wetmore, the designers behind the Grand Central Terminal.
The building, owned by Brookfield Properties, also houses the new Aman Hotel and Residences.
The jeweler said the move highlights how important the U.S. market is to the brand’s future.
“Even in these uncertain times, our family maison is looking to the future, the opening of this boutique in 2021 is also a message of hope and optimism addressed to New York and New Yorkers whom we so greatly admire,” said the Scheufele family in a press release announcing the relocation.
The family has owned and operated the watch company for nearly 60 years.
Louis-Ulysse Chopard, the son of a Swiss farmer, founded the company in 1860.
He passed it along to later generations of the Chopard family until the 1960s, when Karl-Friedrich Scheufele III, a German watchmaker and goldsmith, took the reins.
Editors' Picks
Sponsored by
More on Majors
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
