Van Cleef & Arpels’ Story Continues in Geneva

Since June 4, Van Cleef & Arpels has unveiled its new flagship store at 23 Rue du Rhône, in Geneva. It is a 486 sqm space spread over two floors, bringing together the maison’s two former boutiques in the city under one roof. The space was designed like an apartment, with separate salons dedicated to jewelry, High Jewelry, and watchmaking, offering a view over Lake Geneva. To mark the opening, the maison is presenting, until October 10, the exhibition « Van Cleef & Arpels in Geneva: The Story Continues, » bringing together 80 heritage pieces from the 1930s to today. What’s more, 60 of the 80 pieces on display were loaned by Geneva-based collector clients themselves. It’s a way of turning a commercial opening into a moment of connection with its longtime clientele.