After 16 months of meticulous refurbishment, finally the new flagship Rolex boutique opened its doors on 14th March 2025. Managed by Watches of Switzerland, which has been working with Rolex since 1919, the new store houses one of the largest collections of new and pre-owned Rolex watches in Europe.
Brian Duffy (CEO, Watches of Switzerland) and Jean-Frédéric Dufour (CEO, Rolex) attended the opening event and together cut the ribbon of this magnificent example of architecture and interior design at the service of luxury retail experiences. Other C-suite executives attending included Richard de Leyser (Managing Director, Rolex UK), Craig Bolton (President, Watches of Switzerland UK and Europe) and Ian Carter (Chair, Watches of Switzerland).
“This boutique will be a true destination for Rolex enthusiasts, where they can immerse themselves in the heritage and craftsmanship of the brand.”
– Brian Duffy
Spread over four floors, this ground-breaking space exudes Rolex personality, even if signage has been elegantly kept to a minimum. Designed by Johnson Pinney Architects assisted by customer experience speciaist Antonia Hock, visitors can expect an immersive retail experience like no other. Forty members of staff are available to help customers with any query or requirement. Language won’t be a barrier, since together, the team speaks 17 of them.
The main showroom on the ground floor gives an overview of the current Rolex collections, such as the GMT Master II, Cosmograph Daytona, and Submariner. On one side, a suspended art installation connects the four floors. The artwork features giant gold-coloured fluted bezels – characteristic of Rolex – as well as a backdrop glass wall in the brand’s green, which is also present in furniture and other decorative elements throughout the boutique.
Left: reception area on the ground floor of the new Rolex boutique.
Right: the bar on the first floor, looking over the art installation that connects all four floors.
Go up one level to keep exploring the current Rolex collections, including an area devoted to gem-set pieces – which benefit from the natural light that floods in through the large-scale windows – as well as rarer and more exclusive watches. Private consultations will take place in two suites. There is also a green marble bar, where guests can enjoy the finest hospitality and try a cocktail exclusively designed for this boutique, the “1905”, which pays tribute to the year in which Hans Wilsdorf and Alfred Davies founded Rolex in London.
On the second floor, we find the Rolex Authorised Service Centre, with five fully trained watchmakers and two technicians. Here clients can take a glimpse at all the care and attention that goes on to preserving and maintaining Rolex timepieces.
Left: one of the After-Sales consultation areas on the second floor, which houses the Rolex Authorised Service Centre.
Right: exhibition cabinets on the lower ground, with sought-after pre-owned Rolex watches scouted from all over the world.
Descend to the lower ground – either using the elegant walnut staircase or the lift – to discover a floor divided into two spaces. One exhibits rare and sought-after pre-owned Rolex pieces. Among those on display at the opening were several GMT-Masters, a Date-Just from 2008 encrusted with diamonds, a John Mayer Daytona and a unique Day-Date from 2018 with Arabic numerals. As if this was not enough wrist-candy, we were informed that a Comex Sub was on its way from Geneva. On the other side of the floor, there is an exhibition that will change every six months. The debuting show is dedicated to the history of the GMT-Master.
It is easy to imagine the phenomenal interest that this new Rolex store will attract. Expectations are such, that crowd control strategies have been planned, just in case. I understand why. Anyone with an interest in watches and/or architectural design would have a fabulous time here and will probably leave, if not with a watch, with a new insight into the history and work of this legendary brand.
Author: Julia Pasarón
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