Chopard opens new St. Moritz boutique

Melvyn Teillol-Foo

Chopard Boutique St Moritz

Revealing a new concept for mountain boutiques, the St Moritz boutique deviates subtly from the current global design theme by famous designer Thierry W. Despont.

Old Chopard Boutique Singapore 2001 design

The Scheufeles have always had a major input into the look of their “House” since the original dark wood marquetry decor designed by matriarch Karin Scheufele for the boutiques in Hong Kong (1983) and Vienna (1989).

New Chopard Boutique Vienna 2017 design


Swiss Mountain Chalet

Chopard Boutique St Moritz 2017

Like all Chopard boutiques, the St Moritz establishment maintains the cosy feel and warm atmosphere with the signature fireplace. Even in tropical locations, Chopard boutiques have a “fireplace” and comfortable armchairs.

Chopard Boutique St Moritz 2017

It invites clients into the snug world of a mountain chalet, where the warmth of oak wood mingles with natural stones of Vals in the Grisons region and with the unique decoration of St Moritz with sgrafittis. These geometrical shapes formed with an ancient grooving technique promote a sense of privacy as visitors stroll around.

Chopard Boutique St Moritz 2017

The famous Chopard warmth is accompanied by the best whiskies selected by Karl-Friedrich’s ‘Le Caveau de Bacchus’ along with the fine vintages from ‘Château Monestier la Tour’, which has belonged to the Scheufele family since 2012.

Chopard Boutique St Moritz whiskies and wine


The St Moritz Boutique opened this month with Chopard co-president Caroline Scheufele revealing it to select guests. Caroline Scheufele said: “I’m delighted with the work we have accomplished. Cooperation between our in-house teams and our family has been extremely productive and we are thrilled with the result. As you know, Chopard is a family business and we really wanted to incorporate this aspect into the welcome we offer our customers. Therein lie both our strength and our difference. This new concept also reflects our social and environmental commitments, since we have chosen materials from nearby regions in order to keep our ecological footprint to an absolute minimum. This was a very important factor in the project. We have opted for responsible luxury in our production and this must also apply to our boutiques.”

Caroline and Karl-Friedrich Scheufele

Chopard co-president Karl-Friedrich Scheufele describes the approach: “By skillfully combining artisan-style techniques, modern technology and a love of art, we wish to offer our customers an authentic experience where they discover the finest creations from our Maison.”

St Moritz and Chopard

Apart from being a favourite resort location for Chopard clients, St Moritz also has special meaning to Karl-Friedrich Scheufele, being the first sporty watch model that he designed.

St Moritz watches

Global Boutique Locations

The new boutique relocated to the very heart of St Moritz’s finest shopping street – Via Da Vout 2 – where the latest Happy Hearts, Ice Cube and Mille Miglia collections, along with creations from the Haute Horlogerie and High Jewellery workshops await.

The Silk Road Collection


By the end of 2017, the Maison will have no less than 160 boutiques around the globe, located in the world’s greatest capitals and on the most prestigious shopping streets. In order to meet growing customer demand, Chopard has recently opened boutiques in new countries such as Sydney and Melbourne in Australia and Jakarta in Indonesia.

Chopard Brickell City Centre Miami

Chopard Ginza Six Tokyo

Chopard Harrods London

Chopard Costa Mesa, USA


Author’s Biography: Melvyn Teillol-Foo (MTF)

Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He was also CEO of horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelogue ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.

Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).

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