Among the end-of-year luxury openings, Courmayeur confirms its position as one of the most attractive destinations in the Alpine region. It is here that Rocca, a chain specializing in high-end jewelry and watches and part of the Damian group, has chosen to open a new boutique, adding a further step to its national and international development plan.
The opening strengthens the brand's presence in popular tourist destinations and consolidates Rocca's position as the only Italian luxury retailer belonging to a major industrial group. The choice of Courmayeur is no coincidence: the Aosta Valley town has long been a point of reference for an international clientele attentive to quality, excellent materials, and a select offering.
A strategic address in the heart of the village
The new store is located on Via Roma, a central shopping and leisure hub, just steps from the most prestigious international luxury brands. Its location reflects a specific strategy: to be present on the most iconic streets of the most exclusive destinations, attracting a clientele seeking not only high-end products but also a truly immersive experience.
The interior spaces were designed with a concept developed specifically for Courmayeur. Bright, intimate spaces interact with typical Alpine architectural materials, such as wood and stone, while the color palette recalls the natural hues of the mountains, from beige to brown. The result is an elegant yet restrained atmosphere, designed to integrate with the identity of the location.
Jewelry, watches and certified second-hand goods
The boutique's offering reflects the breadth of Rocca's portfolio. Alongside creations from Damiani Group brands—Damiani, Salvini, and Venini—there are timepieces from some of the most recognized international watchmaking houses, including Omega, Panerai, IWC, and Chanel.
Special attention is also given to the Rocca Certified Pre-Owned project, with a dedicated area for certified pre-owned watches. This offering responds to a growing demand for guaranteed high-end timepieces, entering a rapidly expanding segment that is increasingly central to the strategies of major luxury retailers.
The inauguration and the winter season
The official opening took place on December 6th, coinciding with the start of the winter season. The event was attended by Guido and Giorgio Damiani, President and Vice President of the Damiani Group, along with representatives of local institutions and guests from the world of entertainment and culture. Among those notable in attendance were the mayor of Courmayeur, Roberto Rota, and singer Clara Soccini.
A moment that symbolically marked Rocca's entry into the commercial life of the village, during a particularly significant time of year for the local tourist economy.
The Damiani Group and the promotion of Italian excellence
The new boutique in Courmayeur is part of the broader Damiani Group, a company that has been promoting Italian savoir-faire through complementary and specialized brands for over a century. Damiani, founded in Valenza in 1924, represents the heart of the group's fine jewelry; Salvini oversees the contemporary jewelry segment; Calderoni brings Milanese tradition and expertise in diamond sales; Bliss caters to a younger audience, while Venini preserves the legacy of the great Murano glassmaking tradition, with works featured in major international museums.
