Cartier re-opens flagship store in Geneva

As the largest boutique in Europe after Moscow, with 1000 m2 space, the Cartier flaghip store i Geneva at 32, Rue du Rhone is the largest store in the world. The result is a truly cosmopolitan destination, which cultivates the Maison’s identity as jeweller through the refined touches of a unique, welcoming interior. The ennobling presence of the “Poinçon de Genève” workshops on site makes for a venue where fine watchmaking comes into its own. An unconventional approach for this boutique equally devoted to preserving the Maison’s heritage through the Cartier Tradition restoration workshop.

The 1960s structure featuring a fully-glazed historic facade has been redesigned by Bruno Moinard, the architect and interior designer behind the new-look Cartier boutiques across the globe. A stroll through the adjoining salons of the 35 rue du Rhône boutique offers a surprise around every corner. The curved walls of the jewellery showroom give way to the tan leather upholstered world of men’s watchmaking. The layout recalls an 18th-century curiosity shop, and the visitor is drawn in by the welcoming decor throughout, with comfortable seating arranged as in a private apartment. Everything here is refined detail.

The boutique’s bridal offerings are enswathed in the subdued hues of a bejewelled boudoir. The high jewellery salon presents pieces in curved blown-glass display cases. Selected timepieces are displayed in glass wall cases or carefully laid out in specially designed drawers like an entomologist’s butterfly collection. These exclusive furnishings are designed to reflect the precious, refined ambience of the boutique.

The Geneva-based Cartier Tradition department handles commercial activity for Cartier items produced before 1970, offering an exclusive service to clientele seeking to purchase or sell a Cartier piece. Since Cartier is the only true guarantor of the authenticity, quality and condition of its creations.

Cartier’s “Poinçon de Genève” workshops are also located at 35 rue du Rhône in keeping with the 18th-century Genevese tradition of cabinotiers, or watchmaking workers who would ply their trade in a workshop above the boutique, often on view to the public. The workshop here assembles timepieces in the Cartier fine watchmaking collection that bear the “Poinçon de Genève” seal, such as the Ballon Bleu de Cartier, flying tourbillon and Rotonde de Cartier double tourbillon mystery watches.