GRAFF Diamonds Unveils New Central Flagship Elevating the Benchmark of Luxury in Asia

GRAFF Diamonds, a paragon of the world’s most fabulous jewellery, opened the door of its highly-anticipated new flagship at St. George’s Building in Central, Hong Kong on January 8, marking another ambitious step in the diamantaire’s expansion plan in Asia.

As hinted by the campaign featuring the extraordinary Le Collier Bleu de Rêve, the new Central flagship leads clients into GRAFF’s magnificent world of the finest diamonds and timeless jewelleries. This real gem in the heart of the city is a new milestone in the House’s splendid journey in Asia started in 2007 when GRAFF made its presence at the Peninsula Hotel Tokyo. With its robust vertically integrated business model and a unique sense of style, the House soon established itself as the icon of true luxury in various markets, extending its reach further to Hong Kong, Shanghai, Beijing, Taipei, Korea, Macau and other major cities in Japan. 

A new landmark in the city and the third GRAFF salon in Hong Kong, the 254-square-metre Central flagship manifests an ingenious play of premium materials and textures, as seen on walls luxuriously clad in the finest parchments, silver mica and bamboo wallpaper. The spacious store is also divided into different areas, each of which impresses clients with a distinctive design and palette. The contrast between warm gold and bronze tones, and icy green and grey hues further highlights the timeless allure GRAFF has been acclaimed for.

The grand salon greets clients with its dramatic multilayered gold façade and double door, behind which is the welcoming ante room furnished in blue and silver. The flower console by André Dubreuil and a carved metal chandelier by Peter Marino lead the way to the main salon area, an elegant space for the guests to admire the fabulous GRAFF collections displayed against the wenge parquet floor, luxurious carpet and chairs wrapped in woven and plush knitted fabrics. 

The adjacent watch gallery clad in bamboo plaster is where watch connoisseurs will find the meticulously crafted horological masterpieces from GRAFF Luxury Watch, while exclusivity and privilege will be completed by the opulent VIP room featuring the artwork Motherhood by Rachel Hovnanian, and the brass and crystal lamps by Roberto Giulio Rida. 

Celebrating the grand opening of the new salon, GRAFF will present the Exhibition of Rare Jewels in the flagship from January 23 to 31, and showcase masterpieces unveiled in Asia for the very first time. This spectacular event and other exclusive celebrations to be held all highlight the House’s commitment to meeting the growing demand and sophisticated taste of Asian clients for exceptional jewels.