A pair of blue doors and a wrought-iron gate with a cursive “C” are the only identifiers of the new Chopard Hotel, surrounded by a jewelry store.

In November 2023, luxury jewelry and watch maker Chopard quietly opened an “anti-hotel” in the heart of Paris — not just a new word and concept, but an ultra-luxury lifestyle in the heart of the French capital.

Much about Chopard’s first-ever hotel project, from its targeted name, 1 Place Vendôme, to its lack of self-promotion and opening fanfare—seems atypical at first. The hotel itself, which occupies floors above the existing Chopard boutique on Place Vendôme, is also easy to miss due to the lack of branded signage. However, our specialists in France will always guide you. With this treasure hotel Á la Carte Premium has a lucrative contract would extend its benefits to you.

In the hotel’s “Winter Garden” there is a living room with a glass roof and natural light, with a mosaic of cabochon precious stones, which corresponds to one of the most sought-after styles of wealthy living today – “quiet luxury”. But this also embodies one of the most cutting-edge marketing trends in the luxury world: “We live in an era where product launches are done with a big marketing campaign and a big event. It’s all too ceremonial,” Karl-Fritz Scheufele, a representative of the third generation of the Scheufele family, owners of the Chopard brand since 1963, shared with us. “We wanted to do everything differently. Purposefully.” And they did – direct communication with leading travel agencies, selectivity in relation to PR channels and access to all hotel services only for Chopard’s guests and VIP clients (that is, outside visitors can’t just just go for an aperitif in the bar).

“There is a growing clientele that seeks exclusivity and privacy,” added project consultant Didier Le Calvez, our long-time partner and a veteran of the hospitality industry, whose portfolio includes first-class hotels, such as the Four Seasons George V and Le Bristol in Paris, and also The Plaza and The Pierre in New York. “We wanted to create a semi-private hotel, like a really beautiful family residence—an anti-hotel.”

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Ekaterina Kanevskaya
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Elina Shkolyarenko
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