Chopard boutique re-opens in Mall of the Emirates

Chopard has a new, dedicated presence in Dubai’s Mall of the Emirates shopping mall. The boutique is located close to the central atrium, alongside brands such as Piaget, Van Cleef & Arpels and Vacheron Constantin, and is managed by Chopard’s partner, Dubai-based Ahmed Seddiqi & Sons.

Chopard’s new boutique is now open for business.

The 92-square metre boutique is based on a design concept developed by architect Thierry W. Despont, and features plenty of light-toned wood, leather, and other luxurious appointments. Thanks to a greater amount of interior space, this boutique also boasts a VIP area in the back.

Chopard says the boutique is designed to create the feeling of a luxurious private home with well-defined areas accommodating high jewelry creations, watches and accessories. The style of the new boutique is also meant to encourage visitors to discover the multiple facets of the Chopard universe.

This boutique creates a relaxed environment to chat about all things Chopard.

This boutique creates a relaxed environment to chat about all things Chopard.

Ahmed Seddiqi & Sons and Chopard now maintain seven dedicated boutiques at prestigious locations across Dubai, though Chopard products can also be found and purchased at some of Ahmed Seddiqi & Sons’ multi-brand stores.

Across the globe, Chopard now has 159 dedicated boutiques, with the first opening in Hong Kong back in 1983.

Our take

We visited the boutique ahead of its official opening on October 7, and found it an airy and relaxing environment, well insulated from the buzz of the mall. The boutique’s design has very obvious paths to follow, which exposes you to Chopard’s products but, at the same time, there isn’t an overabundance of product, which is what you want in a high-end boutique.

The VIP room is beautifully appointed, and is nearly as large as the boutique’s main area. Here, you’ll find some of the more elaborate pieces in Chopard’s collection, while the space itself serves as a quieter more cozy area to have a chat with boutique staff and examine products.

Situated further back in the boutique, the VIP room provides a quieter more focused area for conversations.

The boutique was fully staffed when we visited and, after we were greeted, they gave us plenty of time and space to walk around without any disturbance. 10 minutes into our visit, we were approached and politely asked if we needed help or wanted to see anything in particular. We were then guided to one of the numerous seating areas, to examine a Mille Miglia chronograph that caught our eye.

Chopard is well known for its Mille Miglia collection. This particular reference had a rubber strap that featured a vanilla scent.

Chopard is well known for its Mille Miglia collection. This particular reference had a rubber strap that featured a vanilla scent.

Quizzed about the stainless steel chronograph, we were impressed with our hostess’ knowledge, and enjoyed a very natural conversation in terms of the timepiece and our personal preference, with regards to straps versus bracelets. Our hostess also helped us try on the timepiece but also gave us the freedom to put in on/remove it on our own accord.

On thanking her for her time and effort, our hostess then offered the timepiece’s reference number, her business card, and a catalog to take away, while completely avoiding the ‘When do you think you’ll buy?’ question. Instead, she commented that she looked forward to seeing us in the boutique again in the future.

The main area features two parallel seating areas to experience and discuss Chopard's various luxury products.

The main area features two parallel seating areas to experience and discuss Chopard’s various luxury products.

The Chopard boutique is in good standing with regards to its location in the mall, as it is alongside similarly premium brands, and is about three minutes from the nearest parking area.

To learn more about Chopard, click here.

To learn more about Ahmed Seddiqi & Sons, click here.

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