De Grisogono has officially opened the doors to its new London flagship boutique in Mayfair.

Located at 15a New Bond Street and spanning 85 square meters, the store features a new interiors concept developed by founder Fawaz Gruosi in collaboration with London interior architecture practice David Collins Studio.

The new store concept expresses the “energy, craftsmanship and detailing” of the jewellery and watch collections designed by Gruosi, according to the company.


There are three rooms within the store, each of which has a specific purpose.

The Corte showcases a collection of jewellery chosen by Gruosi, the Stanza Del Tempo celebrates its timepiece collections and the Grand Sala provides a private meeting place for customers.

Gruosi has personally curated artwork from the Opera Gallery by André Brasilier and Umberto Ciceri and two gold La Murina, Murano glass chandeliers, each one metre in diameter, and a selection of mid-century Italian furniture.

He said: “The London boutique will showcase a number of haute couture high jewellery pieces that are created by artisans in our ateliers. The combination of unique designs, traditional high jewellery techniques and our creative approach will enable us to continuously surprise our customers.

“London today plays a very important role for the market of high jewellery and a large proportion of our unique piece production, which ranges from 350 to 500 unique pieces per year, will be exhibited in the new boutique.”

The interior design has been created to subtly reference the aesthetic constants of jewellery within the interior architecture and furniture. This includes an “elegant” wrapped metal framing that features throughout the store and connects the interior with the jewellery is based upon the interlaced Allegra jewellery collection.

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Editor, Professional Jeweller