There appears to be an inverse correlation between the chances of an average member of the public being able to buy a Rolex watch this side of hell freezing over and the size of the brand’s boutiques.
For several years, Rolex’s flagship in Dubai, run by its partner Ahmed Seddiqi & Sons, has been the largest in the world at almost 10,000 square feet over three floors.
Its boutique in Knightsbridge, now run by Bucherer, is half the size of the Dubai store, but has still been the largest in Europe since first opening in 2011.
Both these records are going to be smashed in the coming few years.
Up first will be Watches of Switzerland opening a Rolex megastore on London’s Old Bond Street.
That showroom is expected to occupy 7,200 sq ft over three floors with space for retail, client hospitality and exhibitions about the past, present and future of Rolex as a watchmaker and philanthropic foundation.
Hoardings protecting the construction are now up on Bond Street and the store is expected to open this summer.
World’s largest Rolex store
The world record for the largest Rolex flagship will pass to the United States in 2026 when a brand new 28-storey building on Manhattan’s famous 5th Avenue opens as Rolex’s USA headquarters in addition to a massive 43,000 square feet showroom over four floors.
Details of the project have come from architects and real estate consultants. Rolex has not said how it will use the cavernous space, but it seems certain to set a new standard for how to elevate customers’ experience.
It has also not said whether a retail partner will run the flagship. If so, Bucherer, Wempe and Watches of Switzerland will be duking it out for the honour.
I guess by 2026, supply and demand for Rolex watches may be more in balance. We are certainly heading towards a more normal market, due to most Rolex models no longer being worth considerably more than their retail price on the secondary market.
There is one obvious way to increase stock levels to these palatial Rolex boutiques, which is to expand the Rolex Certified Pre-Owned proposition.
For a vision of how this might work in years to come, just take a look at any official luxury car dealership, where around half its showroom footprint is devoted to second hand motors, but sees them presented with the same care and attention as new models.
But really these megastores will feel most like awe-inducing monuments to the mighty Rolex, and ensuring The Crown is untouchable for mere mortals is all part of the pitch.
Massive store with no stock to put in them, very strange
I kinda have to smirk after reading this article. It is so nice that Rolex is pouring a lot of Swiss francs to build these temples to their own egos. Yet I wonder if any of the Rolex executives have visited a Rolex Authorized Dealer lately. The Rolex executives would find Exhibition Only signs in every window, b-a-r-r-e-n showcases, and sales people who are as friendly as a junkyard dog. Until Rolex starts to treat new customers with respect & dignity because we want to buy a Rolex, and allow us to walk out with a Rolex on the wrist, then Rolex can build their shrines to themselves but I will buy from brands that treat me as a valued customer.