The three-storey boutique has an impressive 850 square metres of retail space. An opening of this magnitude attracted the legendary tennis player and Rolex ambassador Roger Federer who was present along with Rolex CEO Jean-Frederic Dufour. “This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its know-how together in this way in association with our long-time partner, Ahmed Seddiqi & Sons,” said Dufour.
All the design elements of the interior and exterior borrow upon elements of Rolex timepieces. For example, the façade has a fluted design which is a nod to the fluted bezel that you will find on a majority of its watches.
Visitors entering the boutique on the ground floor will find watches stored behind glass shelves lined up against the wall and this space has a few sales counters and tables.
In the centre of the room is a large handcrafted chandelier manufactured by a Czech glass specialist. The chandelier is inspired by the cyclops, a bubble-like magnifying element found on the crystal of several Rolex watches that highlight the date feature on the dial.
The chandelier hangs from the top of the mezzanine floor down to the ground floor through the central atrium. Take the elevator to the mezzanine floor and you’ll find where the décor is decidedly more stylish with walls featuring a leather-trimming and gold-leaf detailing and imagery of diamonds and gold watch indexes and appliques. All of this hint at the purpose of the space – a floor dedicated to the viewing of the brand’s gem-set and precious-metal watches like the fabulous Rolex Rainbow Daytona in Everose Gold which was recently unveiled at Baselworld 2018.
Step back into the lift and make your way to the top storey and into a space that the brand refers to as the “Rolex Experience”. Designed more like an intimate lounge and living room with stone flooring, marble tables and dark wooden panelling, there are six television-sized screens showcasing Rolex short films that explore the heritage of its timepieces or throw more light upon its manufactures in Switzerland.
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