Chopard is now selling online directly to consumers in the United States via an e-boutique that carries 650 products ranging in price from $100 to $65,000.

Chopard said the site also is intended to increase brand awareness–described by the brand as the site’s “primary goal”–and, ultimately, drive traffic to stores in markets where Chopard already is located.

Completely owned by Chopard, the e-boutique is product oriented, with newly written information about each piece showcased, and with all new photography.

Collections such as Happy Diamonds, Imperiale, Classic Racing, L.U.C, haute joaillerie, and a host of specialty pieces and exclusive limited editions will be offered.