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Herbelin opens its first affordable watch boutique in Paris

The first storefront of the French brand is located at 58 rue Bonaparte in Paris. Herbelin / Photo Press

Freed from its first name, Michel, the rejuvenated French brand is expanding and taking over its Parisian quarters on the Left Bank.

Maxime Herbelin, heir to the family business with Benjamin Theurier, Mathieu Herbelin and Cédric Gómez-Montiel, and one of the four co-managers of the company, had been looking for the ideal address in Paris for a long time. Far from an obvious choice for the brand, already expensive at 650 French retailers, Michel Herbelin has always been highly dressed. Therefore, it needed a symbolic location that would convey the tone of its new identity while attracting the attention of new and as yet unknown customers. Taking over the former leader Guérin Joaillerie, Herbelin therefore offered itself a number of storefronts on rue du Four and rue Bonaparte alongside its neighbors Seiko and Artus Bertrand.

It is 140 m² on two floors to highlight the high points between 300 and 3,000 euros that have brought the house success, such as the Cap Camarat or the Newport, just a few of the 85,000 watches produced each year by Charquemont in historical workshops. Not forgetting its star interchangeable women’s watch, the Antarès, which celebrates its 75th anniversary with two new high-end versions in blue agate and malachite. A nice way to mark a new era for this historic house, founded in 1947, which never succumbed to the call to move to Switzerland, even at the height of the quartz crisis. His heart is French, and it now beats to the rhythm of both the Jura and the Parisian tempo.

Antarès Anniversary Edition Watch, 19mm, quartz movement, steel, malachite dial and leather-trimmed suede strap, Herbelin, €689. Available at Herbelin.com Herbelin / Photo Press

Source: Le Figaro

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