Swiss watch and jewellery house Chopard has opened its second boutique in Saudi Arabia.

The new boutique is located in the upscale Kingdom Centre in Riyadh and adds to the Chopard boutique at the Panorama Mall, also in the Saudi capital, which opened in April last year.

The boutiques are run in collaboration with Attar United Company, the sole boutique franchisee holder for Chopard in Saudi Arabia.

One of the major landmarks in the city, the Kingdom Centre hosts the most luxurious brands in Saudi, with a vast selection of high-end boutiques and stores.

The 50-sq-m Chopard boutique exhibits the brand’s new design concept by famous French architect Thierry Despont for all Chopard boutiques worldwide. 

The boutique features light-toned wood (white oak), opulent leathers, silk and precious velvet, along with a fireplace.

Despont has chosen to maintain the plush, comfortable charm of the former boutiques, while modernising it to create the feeling of visiting a beautiful private home with well-defined areas accommodating high jewellery creations, watches and accessories.

He has done so while focusing on a sense of intimacy conducive to enabling customers to stroll around the stores in a relaxing manner. Each detail of these points of sale has been thought through in conjunction with Caroline Scheufele, co-president of Chopard and head of the brand’s distribution network.

“With these new environments, we want to encourage our clients to discover the multiple facets of the Chopard universe,” says Scheufele

Attar United CEO Mohammad Saddik Attar says the new boutique falls under the long-term commitment of both the Chopard and Attar families towards the brand’s development and expansion in Saudi Arabia.

With two boutiques now launched in Riyadh, Attar United is already planning the opening of its next boutique in Jeddah.

The first Chopard boutique was opened in Hong Kong in 1983. By 1998, there were just 15 points of sale worldwide. Since then, brand development has steadily accelerated. Chopard is currently represented in 130 countries through 1,600 points of sale and more than 162 dedicated boutiques, located in the world’s major capitals and in the finest shopping centres. 

Louis-Ulysse Chopard founded his own workshop in 1860 in Sonvilier, the Swiss Jura. Since 1963 Chopard is owned by the Scheufele Family and its headquarters are located in Geneva. Internationally renowned for its watches and jewellery creations, the house employs today 2,000 people worldwide. 

The company is independent, vertically integrated and involved in the entire process from the designs to the distribution through more than 1,600 points of sale and 162 dedicated boutiques. Over 30 different crafts are practiced in three manufacturing sites with a strong emphasis on in-house training. Chopard has built its reputation on iconic collections such as the “Happy Diamonds”, “Happy Sport” and “Mille Miglia” collections. The firm is also highly recognized for its fine watchmaking and manufacture expertise expressed in the LUC collection. According to two of its fundamental values, respect and social responsibility, Chopard is strongly committed to various philanthropic organisations.