Fine watchmaker opens dedicated Place Vendome premises.
Luxury jewellery and watchmaker Van Cleef & Arpels has announced the opening of a dedicated watch boutique in Paris’s infamous Place Vendome.
The watchmaker, which aims to make timepieces that are as finely crafted and luxurious as its jewellery designs, has opened a boutique which it has dubbed Le Temps Poétique.
The store will sell only Van Cleef’s timepiece collections. It has been styled to be contemporary, but has a nod to the first boutique opened by Alfred Van Cleef and Estelle Arpels in 1906.
The interior design is the work of designer Patrick Jouin, in the same spirit as the Haute Joaillerie areas that he also created in the flagship boutique at 22, Place Vendôme. Jouin, an interior designer and scenographer, set up his own agency in 1998. He was the interior designer of Gilt at the New York Palace, and French celebrity chef Alain Ducasse’s restaurants: the Plaza Athénée and Le Jules Verne at the Eiffel Tower.
In Spring 2010 an exhibition of his work entitled “The substance of design” was shown at the Pompidou Centre in Paris. Van Cleef & Arpels entrusted him with the scenography of its exhibition Set in Style at Cooper Hewitt National DesignMuseumin New-York, which has been running since February.
His elegantly understated and pure lines make the most of the space the new boutique has to offer, which includes three floors and a reception room on the ground floor.
The watch workshop is housed in the basement, and there is a private area on the first floor for
a more exclusive welcome. The boutique will pay homage to Van Cleef’s fine jewellery boutiques through the use of pinkish beige tones, natural polished wood, lacquered wood, leather and nickel.