For a first address in Paris, it’s brilliant! Adding to its over 50 stores worldwide, Graff has just opened its first shop in the French capital at N° 17 Place Vendôme, adjacent to the legendary Ritz Paris Hotel that reopens this week after four years and 400 million Euros of renovations.
And to mark the opening of this new flagship store, the luxury brand is launching the Graff Vendôme timepiece collection, for ladies and gents. Inspired by the shape of the Place from which it takes its name, the case – 40mm for the men’s model or 30mm for the ladies’ – comes in white or rose gold, alternatively set with diamonds, sapphires, emeralds and rubies, with a blue, black or brown dial. Each case-back is engraved with “17 Place Vendôme”.
The crown on each model reproduces the distinctive scallop pattern at the top of the Vendôme Column, while the quarter-hour markers remind us of the arched entrance doors that line the Place. All timepieces are complemented with an alligator leather strap.
Inside the case, the men’s model boasts a mechanical self-winding movement with a power reserve of 42 hours and functions of hours, minutes, and seconds, with a date displayed at 6 o’clock on the dial, while the ladies’ model is equipped with a quartz movement, with functions of hours and minutes. Prices start from $30,000 for the Men’s model and $22,000 for the Ladies’.
So what about the store? Looking onto the celebrated “Place” that houses many of the finest haute jewellery and watchmaking brands in the world, the Graff boutique takes on a palace-like air with Corinthian pilasters that lead to an opulent salon designed by Peter Marino. Punctuated with Art Deco, the interior is soft and refined, with pale green upholstered walls that outline the floor-to-ceiling arched mirrors, and light grey French limestone and polished green tiles that compose the chequered floor, enhanced with custom designed hand-woven silk and wool carpets. Pale brass showcases line the walls, exposing the magnificent diamonds, exquisite jewels and innovative timepieces created by the master craftsmen at Graff Luxury Watches and Graff Diamonds.
Among the one-of-a-kind jewellery creations to admire is this knockout sapphire beaded-tassel and diamond necklace comprising diamonds totalling 44.01cts with 606.25cts of blue sapphires.
Plans are already underway to open a second Graff store in the French capital.