When the new Chopard boutique opens on Madison Avenue on November 12, it may surprise some regular customers.

First, at almost 3,000 sq ft and two storeys, it is not a boutique at all, really, but a fairly sizable store. Second, designed by architect Thierry Despont, who generally only does private residences for the likes of Bill Gates and Calvin Klein, it resembles, well, a private residence: velvet curtains and chairs, silver chandeliers, and oak stairs. Third, in pride of place will be a new high jewellery collection designed exclusively for the store by co-president Caroline Gruosi-Scheufele. And finally, for those strolling by at night, the window displays that feature products during the day will transform into flat-screen televisions showcasing the work of young video artists.