09 May 2018
ROLEX

NEW FLAGSHIP ROLEX BOUTIQUE IN DUBAI MALL

Posted on May 9, 2018 at 3:43 PM by

AHMED SEDDIQI & SONS UNVEILS AN UNPRECEDENTED RETAIL DESTINATION AT THE DUBAI MALL

Rolex and Ahmed Seddiqi & Sons have inaugurated a new Rolex Boutique in Dubai. Located in the Fashion Avenue, the latest extension of The Dubai Mall, the boutique represents the epitome of modern retail luxury.
Opened on 30 April 2018, the three-level structure, the world’s largest Rolex Boutique, covers an unprecedented 850 square meters of retail space, including an area devoted to a total immersion into the world of Rolex − the Rolex Experience –which encapsulates the brand and its legacy in a truly exclusive and unique setting.
“We are honored to partner with Rolex on this major endeavor 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. The latest Rolex Boutique will
showcase Rolex watches in spectacular surroundings,” said Abdul Hamied Ahmed Seddiqi, Vice Chairman of Seddiqi Holding. “This collaboration marks an enduring relationship and our continued passion for the Rolex brand.”
Commenting on the launch of the new store, Jean-Frederic Dufour, Chief Executive Officer of Rolex SA, said: “This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its knowhow together in this way in association with our long-time partner, Ahmed Seddiqi & Sons.”

The Rolex Boutique was created with bespoke architectural and design components, custom-designed by the Rolex Interior Design department in Geneva to reflect the brand image with its hallmark colors, materials and architectural features. The ground level of the boutique maintains the tradition of Rolex Boutiques around the world, with sales counters and tables and the watch collections on display. Of note is the chandelier that extends all the way to the top of the mezzanine level. Specifically designed for the boutique, it is handcrafted in layers of colored glass. The spectacular glass lighting installation, made by a Czech glass specialist, is inspired by the Cyclops lens on Rolex watches that features a date display and also has a magnifying effect.
The mezzanine level is visible from the ground floor and can be accessed by lift. This exclusive area boasts a dazzling decor with, for example, walls featuring leather trim and gold-leaf detailing, images inspired by the cut of a diamond, or Rolex crowns made of gold watch indexes and appliques.
On the top floor of the boutique, an immersive experience, aptly named the Rolex Experience, enables visitors to discover all the facets of Rolex. This encounter with the Rolex universe begins as customers enter a dedicated lift located in the ground floor showroom and, via the images on special digitized screens, are effectively transported from Dubai to Geneva on the upper level where the entire floor is dedicated to the discovery of the Rolex brand: its heritage, watches, manufacture, testimonies, sponsorships and philanthropic activities. Here the story of the brand is told in its entirety for the first time in Dubai, in a remarkable setting. The Rolex Experience includes a screening room, an exhibition space, a reception area and a lounge.




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