Tokyo (SCCIJ) – The Swiss luxury watch and jewelry Maison Chopard has opened its 10th directly managed store in Japan in Ikebukuro, Tokyo. The opening in the flagship of the department store chain Seibu coincided with the start of a marketing campaign focused on the new brand ambassador Julia Roberts. “This is the biggest investment we ever did in Japan – and worldwide,” said Thomas Doebeli, head of Chopard Japan.
New retail store concept
“For our first new concept store in Japan, we could secure an excellent location on the 6th floor with all the luxury makers and in the vicinity of the Swiss brands Rolex and Omega,” he continued. Seibu Ikebukuro is ranked third in sales of all department stores in Japan. The new Chopard boutique introduces the latest retail concept which reflects the brand’s philosophy of “Joie de Vivre: The Joy of Living”.
The boutique is a comfortable space where visitors can discover the Maison’s iconic Happy Diamonds, high jewelry creations, as well as the L.U.C watches produced by Chopard Manufacture. The Swiss maker started producing watch movements in-house about 25 years ago while also making its cases and smelting its gold back in Geneva.
The corner pillar of the Ikebukuro boutique features a large advertisement for the “Happy Sport” watch with Hollywood star Julia Roberts. In a short film directed by Xavier Dolan, Roberts also promotes this luxury product. Chopard’s Co-President and Artistic Director, Caroline Scheufele, created the Happy Sport in 1993.
Encounter in Cannes
After Roberts strode up the famous steps of the Palais de Festival in Cannes 2016 – barefoot and wearing an off-the-shoulder black dress highlighting a Chopard Haute Joaillerie emerald and diamond necklace, passionate film-lover Ms. Scheufele asked her to embody the face of the Happy Sport woman when launching new versions of this watch.
“It was her and nobody else! Julia Roberts was the only person I felt could convey the spirit that I see in Happy Sport,” the Chopard Co-President said. Julia Roberts paid back the compliment: “I am honored to be collaborating with Chopard on the Happy Sport watch, one of the most iconic and desirable models in the industry.”
An official partner of the Cannes Film Festival since 1998, the Swiss Maison has been actively contributing to film production and the emergence of young talent, as evidenced by its Trophée Chopard, awarded each year to an up-and-coming actress and actor.
The prestigious Swiss watch and jewelry house with the brand signature “The Artisan of Emotions since 1860” has maintained the tradition of a family business since its establishment in 1860, passing on its time-honored craftsmanship and traditional know-how in watch and jewelry making through contemporary creations produced ethically.
Text: SCCIJ with material of Chopard