Chopard welcomes loyal customers exclusively to their luxury hotel

In the heart of Paris, at 1, Place Vendôme, lies one of the most prestigious addresses in France, surrounded by the elegance of the city’s 17th-century square. Originally commissioned to honor Louis XIV, the Sun King, this location is now home to flagship stores of iconic brands such as Chanel, Dior, and Chopard. The latter, known for its luxury jewelry, has recently elevated its presence in the enclave by transforming the six floors above its boutique into a lavish 15-suite hotel.

Karl-Fritz Scheufele, a graduate of the esteemed Lausanne Hospitality School and grandson of Karl Scheufele, the man who acquired Chopard in 1963, guided an exclusive preview for Robb Report. With a keen eye for detail, Karl-Fritz highlighted the meticulous six-year renovation process, which involved the family in every aspect of the new venture. The hotel project, born out of a desire to create an intimate ambiance, showcases Chagall and Warhol paintings personally selected by Chopard copresident Karl-Friedrich.

During the preview, Karl-Fritz emphasized the family’s dedication to ensuring a homely atmosphere, sharing how his father insisted on a working fireplace in the tastefully understated main salon. The hotel’s dining experience follows “martini hours,” allowing guests to indulge anytime, anywhere on the property, offering a limited yet curated menu of simple classics amidst the abundance of Michelin-starred restaurants within walking distance.

The Scheufele family’s impeccable timing aligns with the growing post-pandemic demand for residential-style micro hotels. This trend mirrors the hybridization of luxury lifestyle brands and the hospitality industry, with notable names like Audemars Piguet, Christian Louboutin, and Fragonard venturing into the scene. According to Jules Maury, head of travel operator Scott Dunn Private, hotels provide companies with a unique opportunity to impress clients in a more immersive way compared to traditional retail settings.

Exclusivity is a key feature of 1, Place Vendôme, as only guests and valued Chopard customers have access. The brand’s style is seamlessly woven throughout the hotel, with the glass-roofed Winter Garden showcasing a stunning mosaic supervised by Caroline Scheufele, copresident and artistic director. Inspired by Chopard’s Animal World jewelry collection, the mosaic features thousands of cabochons depicting monkeys, butterflies, and peacocks.

The 15-suite hotel offers individually decorated accommodations that blend classic and contemporary elements. Suite options range from the Saphir at roughly $1,500 per night, with hand-embroidered midnight-blue wall coverings inspired by a 17th-century drawing, to the opulent Appartement Chopard, priced at around $16,000 nightly. The latter boasts meticulously restored gilded ceilings, abstract art by Kemal Seyhan, and a balcony providing a direct eyeline to Napoleon atop the square’s central column.

Hospitality veteran Didier Le Calvez, known for his work at the Four Seasons George V and Le Bristol, has collaborated with the Scheufeles and commends the hotel’s unique charm. According to Le Calvez, it combines the hardware of a palace hotel with the software of a private club, offering complete privacy in the heart of the bustling city

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