• address: 173 New Bond Street, London - W1S 4RF
  • tel: +44 (0) 20 7499 0005
  • tube: Green Park or Piccadilly Circus

An exquisite three-floor emporium dedicated to Chanel’s fine jewellery and watches, modelled on Gabrielle Chanel’s Parisian apartment. 

Peter Marino, the architect responsible for all the Parisian brand’s retail spaces, has dubbed the fine jewellery and watch boutique on London’s New Bond Street the most beautiful Chanel store in the world. Every aspect of the store is bespoke, from the original Oriental coromandel decorative wooden panels on the walls of the ground floor, which took 18 months to restore, to the bronze and rock crystal chandeliers made by Parisian heritage firm Goossens.  

The most striking design feature is to be found on the second floor, which can be accessed by a central glass lift. Here you will see that the above floor has been knocked through to create a double-height room - highly unusual for New Bond Street - complete with 8 metre-long curtains, which were hand-embellished on site by the same team that works on Chanel’s haute couture. 

Despite the grandeur of the fittings, great effort has been made to give the boutique a sense of homeliness, which is achieved by comfortable soft furnishings and nods to Gabrielle Chanel’s rue Cambon apartment. Look around and you’ll spot bunches of wheat - a reference to her impoverished start in life - and some of the superstitious designer’s favourite talismans, such as crystal balls and lions. 

Through the high ceilings and mirrored walls, the layout of the store is such that it creates a satisfying sense of space, but Marino has also accommodated hidden areas for clients who cherish their privacy. There are quiet corners for staff to consult with customers, and the top floor is dedicated to a VIP room decorated in homage to the living room in Gabrielle Chanel’s home.      

Why visit?

The recently expanded store offers a large selection of Chanel’s fine jewellery and watches, and the comfortable yet lavish surrounds will make you wish your consultation could last a weekend.  

You will find a good selection of Chanel’s instantly recognisable watches in the store, including the iconic J12, Premier and Boy.Friend lines. The boutique also offers a chance to view some of the brand’s more exceptional high jewellery timepieces. The Bond Street store has carried exclusives in the past, so do make sure to ask staff if there is anything on display that cannot be found elsewhere. 

Only Chanel’s most exclusive fine jewellery is on display at the store, and with the newly revamped boutique offering double the floorspace of the old, the variety of collections that can be found there is much increased. Each piece of haute joaillerie is sold with its own fitting service, much like Chanel’s haute couture, so the jewels will be tweaked to ensure that each fits its new owner perfectly.  

Chanel is able to cater to all your requirements with its unrivalled and elegant range of bridal jewellery.

  • Languages spoken
    • English
    • Several


  • address: 173 New Bond Street, London
  • tube: Green Park or Piccadilly Circus

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