As one of the most iconic watch brands on the globe, Rolex is coveted by horology fanatics and label lovers. It seems fitting that the Swiss watchmaker has chosen Dubai – the home of all things grand and luxurious – as the location for its biggest store.
The largest Rolex boutique in the world opened in The Dubai Mall’s new Fashion Avenue last week, spanning 850 square metres split over three floors.
And being the biggest store in the UAE is no easy feat, let alone the world, given that there are already five Rolex boutiques across the country.
“We are honoured to partner with Rolex on this major endeavour that represents a landmark for our retail operation which, over half a century, has grown from a single shop in Souk Bur Dubai to more than 65 watch boutiques across the UAE, including five Rolex Boutiques and 12 points of sale in Dubai,” said Abdul Hamied Ahmed Seddiqi, vice chairman of Seddiqi Holding. “The latest Rolex Boutique will showcase Rolex watches in spectacular surroundings.”
Each level of the store offers something different, with the first level being a traditional Rolex boutique with both new and classic watch collections on display. The mezzanine level is an exclusive area with walls featuring a leather trim and gold-leaf detailing, as well as images inspired by Rolex watches – including the cut of the diamond, Rolex crowns and gold watch indexes and appliques.
The top floor of the boutique offers the ‘Rolex Experience’, so that collectors and fans of the brand can learn more. As well as a special lift with digital images, the whole floor tells the story of the brand, from the heritage and manufacture process to philanthropic activities. There is also a screening room, a special exhibition, and a lounge for visitors to relax in.