The Kohlmarkt was once home to a large number of Imperial and Royal court purveyors; today, the stores of the big luxury brands line the street. The elegant Swiss watch and jewelry company Chopard has set up shop right at the start of the pedestrian zone.

Several luxury brands are at home in a noble palace about half-way down the Kohlmarkt. Here you can find the Milan-based fashion brand Dolce & Gabbana, as well as the Spanish luxury label Loewe. Tiffany & Co. has a long-standing connection with Vienna:  the legendary American jeweler was an imperial and royal court purveyor long before the Vienna store opened.

Just a few more steps towards the city center, Ferragamo offers elegant Italian shoes and accessories. Also from Italy come jewelry, watches, and accessories from Bulgari. The experience continues in classic British style with Burberry and with elegant Italian fashion design from Gucci and Fendi. At the end of Kohlmarkt, Chanel awaits with French exclusivity.

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The Cartier boutique with its exquisite watches and luxurious jewelry forms the link between the Kohlmarkt and Graben. In this also very exclusive, car-free shopping street, Louis Vuitton and Saint Laurent have set up their Viennese flagship store. The Hermès boutique is also located on Graben, which is where Parisian flair meets Viennese Art Nouveau. The American designer Michael Kors is also featured on the Graben with his handbags and fashion collections.

Luxurious flagship stores are also to be found on Tuchlauben, the extension of Kohlmarkt: here, in the so-called "Golden Quarter", Bottega Veneta, Valentino, Etro, Miu Miu, Alexander McQueen, and Giorgio Armani reside next door to one another. The Dior flagship store is particularly eye-catching, with not only chic French fashion but also interior design spread over three floors. No fewer than two elegant shoe designers are represented with their stores opposite: Jimmy Choo and Christian Louboutin. In between, Akris presents feminine, restrained fashion from Switzerland.

A bit further along on Tuchlauben the cult label Agent Provocateur from London presents its daring, extravagant designer lingerie next door. Dsquared2 is above all a destination for fashion-conscious men. On neighboring Bognergasse, Prada and Brunello Cucinelli have their flagship stores. Emporio Armani and Balenciaga are located around the corner in Seitzergasse. Jenny in Kärntner Straße is the first port of call for Jil Sander fashion in Vienna. There are also branches of upmarket brands in nearby side streets: The Roberto Cavalli flagship store is on the Bauernmarkt.