Maison Charriol celebrates its 40th anniversary in St Tropez

Charriol celebrated its four decades of existence in Saint Tropez. Those close to the brand gathered for a weekend in the town that has been a source of inspiration for the watch and jewellery house.

It was an opportunity for Charriol to showcase its heritage and look to the future with the presentation of its St Tropez Navigator collection.

A glamorous birthday weekend in St Tropez

Happy birthday Charriol! A few weeks ago, Charriol brought together friends and family, including its recently appointed ambassador, surfer Garrett McNamara. Alongside the CEO and artistic director of the eponymous brand Coralie Charriol (since the death in 2019 of her father and founder of the brand, Philippe Charriol), they were invited to spend a weekend in the heart of the Côte d’Azur.

The weekend began with lunch at Le Club 55, an iconic restaurant in the trendiest city in south-east France. This was followed by an afternoon of sailing and rides in mini-mokes (a small pick-up truck) around the seafront, decked out in Charriol’s signature colour: plum. In the evening, guests enjoyed a festive dinner and dancing in the nightclub ‘Les Caves du Roi’.

While the aim of the weekend was to share a convivial and joyful moment with guests, while presenting new products and limited edition ranges, the underlying strategy behind the celebration was none other than to broadcast the event on social networks and boost the brand’s visibility.

Friends of Charriol were encouraged to wear their Charriol jewellery and timepieces throughout the day’s activities. It was a way of showing all the ways in which Charriol timepieces can be worn, from a chic lunch to a glamorous evening out at sea.

The St Tropez Navigator line

In addition to showcasing its exclusive jewellery and watches, the Swiss-based label presented its St Tropez Navigator collection and the new St Tropez Surf 36 mm automatic watch with diving strap.

“We only turn 40 once, and there’s no better place to celebrate it than in St Tropez. This place is the very essence of the love of life. It also happens to be the place where we launched our trademarked St Tropez collection! St Tropez has been a real source of inspiration for my father and me over the last four decades” says Coralie Charriol.

It’s a fitting tribute to the heritage of the brand founded in 1983 by Philippe Charriol, an ex-Cartier man. An independent watchmaker and jeweller, Charriol’s signature braided cable combines French style with Swiss craftsmanship. Charriol has made its mark thanks to its elegance and sense of innovation. It’s a DNA that Coralie Charriol intends to carry on, steeped in this family history. Today, the brand is present in 3,600 points of sale around the world and online.

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