New York-based luxury jeweller Harry Winston will set its footprint in China’s largest city of Shanghai in the first quarter next year.

A new flagship store will be spread across 460sqm, the jeweller’s largest store in the world. The flagship will feature a 12m high facade which, according to the company’s spokesman, will act as a billboard to Chinese people.

“Harry Winston’s unique diamond jewellery and heritage brand built upon quality, craftsmanship, design has untapped potential in China as consumers become more selective,” said Harry Winston CEO Frederic de Narp.

Harry Winston will also open a smaller Shanghai store at The Peninsula Shanghai next year. It has also salons in venues such as the Peninsula Beijing Palace Hotel and The Peninsula in Hong Kong.

Harry Winston has chosen to expand in China where its main rivals, Cartier and Tiffany, are exploiting the fast growing luxury goods market.

“We see it as the most exclusive destination,” said de Narp.

Harry Winston sees Chinese as a huge market. In the US it employs Chinese-speaking staff who can attend to Chinese consumers in selected stores such as Las Vegas, Orange County and South Coast Plaza.

Owned by Canadian mining and retail company Harry Winston Diamond, Harry Winston has currently 19 stores around the world and is known as a supplier to stars like Jennifer Lopez and Halle Berry.

GB