Rolex has redefined luxury retail with the opening of its largest European boutique, a four-storey masterpiece in the heart of Mayfair. A collaboration between Watches of Switzerland Group PLC and ROLEX, this new flagship on Old Bond Street seamlessly blends heritage, craftsmanship, and modern luxury, setting a new standard for the world of horology.
Spanning 1,100 square metres, the boutique is an immersive experience, from the grand atrium with floating Rolex crowns to the Certified Pre-Owned floor, where collectors can find rare timepieces like the John Mayer Daytona and the GMT Master II White Gold with Meteorite Dial. VIP guests can retreat to an elegant lounge and private rooms, complete with a fully operational bar serving the exclusive 1905 cocktail, an ode to Rolex’s founding year.
Descending to the lower level reveals a rotating exhibition celebrating Rolex’s rich legacy, showcasing archival pieces and rare models that rival any collector’s display. Meanwhile, highly trained consultants, each undergoing six months of rigorous training, ensure a seamless, world-class client experience tailored to the prestige of the brand.
With this spectacular opening, Rolex pays homage to its London origins while elevating the retail experience to an art form. More than just a boutique, it’s a destination, one that embodies the precision, elegance, and timeless appeal of the Rolex name.
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