Luxury in Bond Street

For those of us fortunate enough to be able to afford the rarefied delights of Old and New Bond Street, one of the highlights should be a visit to the Chanel Boutique. As one of the grander brand names to be found on this long stretch of luxury, you’d expect to experience something special. 

And at first glance, providing you look the part and the fellow in the black suit manning the door is in the mood to let you in, you’d be only modestly disappointed. In cities such as Singapore, Chanel flagships feature slick shopfits carefully crafted to reinforce the brand. The Old Bond Street store however has seen better days and rather looks its age.

No matter, you’re not here for the store (although isn’t this supposed to be one of the rituals of luxury shopping?), it’s the stylish stock that matters. Only one problem, while there seem to be a lot of staff about several are intent on serving just two US customers… and none of them seem particularly interested in you.

Perhaps this is because they sense that you’re only here to pick up a watch that needs a new battery. A battery which proved impossible to replace at a ‘normal’ watch repairers because Chanel fashion their timepieces to prevent this. Tiring of your lonely vigil, you approach a member of staff who has already spotted you but is determined to exit the sales floor anyway. You ask if you could be served. She obliges, although the face falls slightly when you reveal that you are not really in the market for one of the new watches lining the counter that you are standing in front of.

Eventually, your repaired watch is located. It has only taken three weeks to have the battery changed and now it is presented to you in a pleasing black velvet pouch. Feeling reassured, you hand over your credit card. The member of staff vanishes with said payment: for a mere 10 minutes.

Job done then. You’ve got the watch, paid the preposterously high price for what is undoubtedly a standard battery and are ready to leave having enjoyed a slice of luxury Chanel Bond Street style. Now it’s off to Primark at the far end of Oxford Street where staff seem pleased to help and payment doesn’t appear to be quite so problematical. Funny how different the luxury and value markets are really…