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Chanel opens Première pop-up boutique


French fashion house Chanel dedicates an entire pop-up store to the Première, one of its most covetable timepieces

Hannah Lewis ,

Few watches are as universally coveted as the Chanel Première and for 2013 the brand has reinterpreted the classic timepiece to produce a range that feels fresh and modern without losing the Première’s traditional charms. The 2013 Première is available in a variety of metals and finishes, from gem-set steel on a crisp white rubber strap to a minimal black dial on a chunky yellow gold chain. The whole collection will be on display in Chanel’s new pop-up store on rue Cambon, dedicated not only to this new range but also to the history of the watch. Various models showing the history and journey of the Première since its conception in 1987 will be on show in the quaint little store, which is decked out in classic Chanel monochrome and is open until 31 December. It also has a trompe l’oeil view of place Vendôme, whose octagonal shape was the inspiration for the watch’s case.

Chanel Première pop-up boutique, 19 rue Cambon, 75001 Paris, +33 (0)1 4450 6600

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