At 850 square metres of retail space, the new home of Rolex in Dubai Mall rivals townhouse mansions when it comes to sheer scale and grandeur. Set over three levels, it’s the biggest Rolex flagship to date, with a boutique on the ground floor, an elegant mezzanine and a third floor dedicated to ‘The Rolex Experience’, a total-immersion experience that brings the Rolex customer and the Rolex universe together like never before. Digital screens inside the lift give visitors an insight into Rolex’s history and watches, with a screening room, lounge and exhibition space transporting the Rolex customer through time to the time of Hans Wilsdorf, who created the first waterproof watch — the now iconic Oyster.
Designed by Rolex’s own interior design team in Geneva, the brand’s trademark green and gold colours are featured throughout, with the facade of the building echoing its iconic fluted bezel. Additional design elements nod to the aesthetics and culture of the United Arab Emirates.
“This boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its know-how in association with long-time partner, Ahmed Seddiqi
& Sons,” said Rolex CEO Jean-Frédéric Dufour, CEO at the opening. Here’s what you can discover at the boutique:
The façade of the building echoes the iconic fluted bezel, with alternating transparent and opaque elements – bringing light into the boutique and a view of the exterior from the inside.
The ground level features sales counters and collections on display. A wide range of Rolex watches offers an array of the legendary timepieces to suit all
tastes and requirements.
A spectacular hand-made glass chandelier made by a Czech glass specialist draws inspiration from the Cyclops lens on Rolex watch date displays.
Travertine and bronze pillars and wall panels with gold elements, and carefully considered acoustics create a unique space in which to get close to your new Rolex.
The Rolex Experience includes a screening room, an exhibition space, a reception area and a lounge.
A lounge area features marble tables, stone flooring, wood wall panelling, rich fabrics, silk carpets and leather sofas. Here, customers browse a library of books and magazines about Rolex, surrounded by Rolex-related objects.
Ahmed Seddiqi & Sons has been selling Rolexes in the Middle East since the 1950s. “This endeavour represents a landmark for our retail operation which, over half a century, has grown from a single shop in Bur Dubai to more than 65 boutiques across the UAE,” said Abdul Hamied Ahmed Seddiqi, Vice Chairman of Seddiqi Holding.