As the Paris Olympics near, the famed avenue is getting a makeover, with Panerai, Montblanc and others unveiling new and renovated spaces.
Often described as “the most beautiful avenue in the world,” the Champs-Élysées is finally undergoing a long-overdue makeover, with luxury watch brands that dot the boulevard helping to lead the way.
Though it’s been a popular destination for strolling since its renovation by Georges-Eugène Haussmann in the mid-19th-century, the Champs enjoyed an especially glamorous heyday during the golden era of cinema, in the ’60s and early ’70s, when the boulevard cameoed in “À Bout de Souffle” (“Breathless”) and “Charade,” among others.
Recent decades have painted another story. Since its previous overhaul, in 1992, the avenue’s retail scene has become more synonymous with fast fashion and sports brands like Foot Locker, Adidas and Nike than it has with luxury brands. A rare exception is Guerlain, which has occupied 68, avenue des Champs-Élysées, since 1914. Though Apple, Louis Vuitton, Pierre Hermé and Galeries Lafayette have opened outposts along the avenue, luxury’s overall presence has remained scattershot.
Some results of the new makeover are already apparent today — and more will be visible once the Olympic Games begin in July — although the final result is likely still years off.
Several brands owned by the Swiss luxury group Richemont have stores making changes along the avenue. In November, for example, Panerai unveiled its newest Casa, as it calls its flagships. The mid-19th-century building at No. 120, on the sunnier north side of the street, is a two-level, 200-square-meter (about 2,155-square-foot) space that blends traditional Parisian detailing such as parquet flooring and molded ceilings with airy displays and nautical décor. Upstairs, an Italian-style espresso bar marks the edge of the V.I.P. area. On the other side of the bar, a “museum” space overlooking the avenue displays vintage pieces from the house’s archives in Florence, Italy.
