Boutique-cum-museum a jewel in the crown (hktdc.com)


	The world's biggest Chaumet boutique – and the only museum – is a swank addition to Hong Kong's Central district

Upmarket French jeweller Chaumet opened its largest boutique in the world in Hong Kong's prestigious shopping and financial district of Central. This will also be the first boutique to include a Chaumet museum, a direct offshoot of the Musee 12, Place Vendome, in Chaumet's Paris headquarters.

The 410 square metres boutique-cum-museum located in St George's Building was unveiled by its curator Madame Beatrice de Plinval in September. She said: "The reason why we have decided to have a museum here was because Hong Kong is an international city. We believe people living here will understand the history of the brand and its jewellery much better than any other countries and regions in Asia."

Chaumet's new boutique is undoubtedly a showcase for the Asia-Pacific region. In a press release, company Chairman Thierry Fritsch noted that "China will become one of the biggest customers in the world, the question is knowing when. Jewellers who opened stores five years ago have lost a lot of money, and in five years it will be too late."

Right time, right place

Mr Fritsch obviously thinks now is the right time to set up a showcase boutique in the city. "Hong Kong is the gateway to China and is also one of the biggest markets in the world for the highest quality jewellery."

Established in 1780, the French jeweller first made a name with one of the most famous Frenchmen ever – Napoleon Bonaparte. Madame Beatrice called him "Chaumet's first and most important client."

The architectural concept of the Hong Kong store was designed by Jean-Michel Wilmotte who was involved with the renovation of the Avenue des Champs-Elysees in Paris, LVMP Group headquarters in Paris and redesign of several wings in Pyramide du Louvre.