News Established for more than forty years in the rue du Rhône, the Cartier boutique has been given a facelift and now incorporates Cartier Tradition and Poinçon de Genève restoration workshops.
The building that has been home to the Maison Cartier for more than forty years stands at number 35, rue du Rhône, facing Lake Geneva. Built in the 1960s, this edifice with its listed glass façade has been updated by Bruno Moinard, the architect responsible for designing the brand’s boutiques worldwide.
In a large-scale project that saw the commercial floor space triple in size from 715 to 2,100 m2, the boutique alone - the brand’s second-largest sales space in Europe - accounts for 1,000 m2. A veritable international rendezvous, the address declares its passion for jewellery through a decor that is unique, intimate and refined. Here, prestige watchmaking also comes into its own, ennobled by the presence of Poinçon de Genève workshops on the premises.
Designed between 1961 and 1969 by the Swiss architect Pierre Braillard, the building - a glass cube with honeycombed windows - has retained its familiar structure. On crossing the threshold the tone is set by an entrance hall paved with large stones framed by red cabochons in Languedoc marble. Cartier red adorns the spectacular spiral staircase leading to the two upper floors, a genuine work of art embellished by bronze railings and a monumental chandelier. Intended to be seen from below, the underside of the staircase displays finely wrought microgrooves in the style of an engine-turned decoration. In the centre, a majestic display cabinet shows off the boutique’s luxury jewellery to magnificent effect.
The circular lounge dedicated to jewellery leads into the tan leather upholstered world of men’s watches. The new boutique, a succession of salons akin to an 18th curiosity shop, presents a warm and friendly decor, with sofas in corners as in a private apartment. Refined attention to detail is paramount: an exclusive private lounge in light hues is set aside for engaged couples, curved blown-glass windows enhance the jewellery showrooms, selected watches are exhibited in glass wall cases or meticulously laid out in specially designed drawers.
Responsible for handling the commercial aspects of Cartier pieces predating 1970, the Cartier Tradition department provides exceptional service to clients wishing to buy or sell the brand’s products. This restoration workshop, situated on the first floor of the boutique, can be accessed by a discreet sliding door authorising ultra-exclusive visits.
Also located at 35, rue du Rhône are Cartier’s Poinçon de Genève workshops, a throwback to the tradition of «cabinotiers», the 18th century artisans who worked above watchmakers’ shops. In this hushed, brightly lit space, skilled craftsmen assemble luxury timepieces that bear the famous seal, such as the Ballon Bleu Tourbillon Volant or Rotonde Double Tourbillon Mystérieux models.
During the inauguration of the new Cartier boutique, which took place on November 28th, Stanislas de Quercize, President and CEO of Cartier International, and Guillaume Alix, CEO of Cartier Switzerland, welcomed many celebrities, including Monica Belluci, actress and faithful friend of the brand. Alex Hepburn, the talented raspy voice British artist gave a private concert on this occasion.
Photos of the boutique: Justin Hession
December 12, 2013
