Jewelers Back On Avenue Montaigne

According to sources close to the negotiations, two major houses in the portfolio of Swiss giant Richemont—Cartier and Van Cleef & Arpels—are considering opening new boutiques on Avenue Montaigne and Rue François-Ier. This announcement, which has not yet been made official, is part of a broader trend: the return of jewelry to an area historically associated with couture, where Tiffany & Co., Dinh Van, and Harry Winston are already established.

The recent arrival of large flagship stores—notably Saint Laurent's monumental establishment at 35-37 Montaigne, on the site of the former Canadian embassy—has contributed to a rethinking of the geography of Parisian prestige. Where the avenue seemed to have become frozen in its heritage elegance, it is now reviving by attracting an international clientele in search of exclusive experiences, revitalizing a corridor that combines fashion, fine jewelry, hotels, and haute cuisine.

This revival is not unique to Paris. Other capitals are undergoing similar changes. In London, Bond Street is experiencing a new golden age, fueled by the expansion of watchmakers and the redevelopment of the entire Mayfair district. In New York, Madison Avenue, after several years of commercial stagnation, is making a strong comeback thanks to the customer experience-focused flagship strategy adopted by major luxury groups. The same dynamic is at work in Milan, where Via Montenapoleone, long dominated by fashion, is now opening up more widely to fine jewelry and ultra-premium leather goods. Everywhere, brands are seeking to establish their identity through iconic locations capable of telling a story; location is thus becoming an integral part of storytelling.

The possible arrival of Cartier and Van Cleef & Arpels would therefore be part of this global trend. According to the consulting firm and investment agency Meet & Match, Van Cleef & Arpels is set to open its doors at 18-20 Rue François Ier, taking over the former Zadig & Voltaire fashion boutique, while Cartier is considering moving into 53 Avenue Montaigne, the former address of the Saint Laurent boutique before it relocated to 35-37 nearby.