Making the most of the iconic Première watch’s 25th anniversary, Chanel have a pop-up store dedicated to the classic timepiece in Paris’s high-end Saint-Honoré shopping district. Designed by artistic director Jacques Helleu, the Première had a huge impact when it first appeared in the late 1980s, showing up on fashionable wrists everywhere.

The watch’s emerald-shaped face – inspired by the Place Vendôme, home of the prestigious jewellery houses of Paris – and its ample gem-encrusted chain-link bracelet are as Parisian as it gets: discrete, elegant and timeless.

The pop-up store will be open until December and carries the Première in two sizes, in stainless steel and 18ct white or yellow gold. Deluxe models with diamonds surrounding the face or with a band entirely encrusted in white diamonds are available.

Prices start at €3,350.


Chanel pop-up store, 19 rue Cambon, 1st, (no phone available)


Originally published in the June-July 2013 issue of France Today.