In CHANEL’s world, six is sleepy and four is a bore—five is where the party is. Ask any CHANEL devotee and they’ll tell you that the number five is a major symbol for the brand. More than just an iconic marking, the importance of the number five itself dates all the way back to the house’s founder Gabrielle Chanel. How so? Legend has it that Ms. Coco Chanel herself would show her couture collections on the fifth day of the given month, a nod to the fifth sign of the zodiac which just so happens to be her astrological symbol (classic Leo behavior.) And perhaps the most important five in her life: the legend that is the revolutionary N°5 fragrance, a fan favorite amongst scent connoisseurs.

Following the same beat decades later, CHANEL is introducing its latest five on Manhattan’s Fifth Avenue. Finding a new home in the city’s historic Crown Building, nestled alongside the likes of some of the world’s greatest high jewelry makers, the house is dedicating its brand new digs to its unparalleled watches and fine jewelry offerings, as the first freestanding boutique in New York to carry the special items exclusively. Adding to the glamor of the new space, New York-based architect Peter Marino used 730 Fifth Avenue as his latest playground, creating a two-story flagship experience that many will consider a treasure in and of itself. With Marino’s masterful hands, the inspiration for the interiors derives from Gabrielle’s passion for beautiful things—art, precious stones, and what could be her most valuable jewel, her apartment at 31 Rue Cambon.

From selecting some of your favorite baubles from the Coco Crush, Camélia, Ruban, and Comète jewelry collections, to dabbling into the world of chic timepieces which include the J12 collection, the gilded walls of the new boutique will see the introduction of exclusive creations, as CHANEL pulls out the big guns with the arrival of the Lucky N°5 Collection—which includes the bracelet seen above, set in a white gold finish with sparkly diamonds that could outshine even the Empire State Building on a sunny day. As one glides through the store’s gallery with dedicated salons to explore a sparkling selection of pieces from the Fine and High Jewelry, Watches, and Haute Horlogerie collections, you’ll be sure to uncover why diamonds are a girl’s best friend.

This story appears in the pages of V147: now available for purchase!

Photography Damien Ropero