This morning, on the storied Old Bond Street in London, a green ribbon was ceremoniously cut, unveiling Rolex's newest and largest European boutique. The event, led by Brian Duffy and Jean-Frédéric Dufour, marked the culmination of a century-long partnership between Rolex and Watches of Switzerland. The space, spanning four floors and 1,100 square meters, is a masterclass in blending grandeur with intimacy, offering an experience that feels distinctly Rolex—even without the logos.
From the moment you step inside, the boutique feels less like a store and more like a sanctuary for horological enthusiasts. The walls are adorned in Rolex's signature green, while subtle fluted bezel motifs echo throughout the space. Seven types of marble grace the ground floor, a nod to the building's rich history as a bank constructed in 1886. The renovation, which took nearly 18 months, is evident in every detail, from the meticulously curated displays to the stunning 13-meter atrium that unites the floors.
The lower level is a treasure trove for Rolex aficionados, featuring an unparalleled collection of Certified Pre-Owned timepieces. Highlights include a John Mayer Daytona, a Tutti Frutti Yachtmaster, and a GMT Master II in white gold with a meteorite dial. A rotating display, updated every six months, currently showcases the evolution of the GMT-Master, offering a glimpse into Rolex's storied past.
The first floor is designed for comfort and exclusivity, featuring a fully operational bar serving the signature "1905" cocktail, a tribute to the brand's founding year. VIPs can retreat to private rooms for a more intimate shopping experience, while gem-set models glisten under natural light near large windows. Portraits of tennis legends Roger Federer and Jannik Sinner subtly remind visitors of Rolex's deep ties to the world of sports.
The top floor is dedicated entirely to a Rolex Authorized Service Centre, where watchmakers and technicians perform everything from simple adjustments to complete overhauls. Watching these artisans at work is a mesmerizing experience, a testament to Rolex's unwavering commitment to quality and precision.
This boutique is more than just a store—it's a celebration of Rolex's heritage and its future. Whether you're a seasoned collector or a curious admirer, it's a destination that promises to leave a lasting impression.
