One of the strongest trends in luxury watch retail over the past few years has been the fight for extra space given to monobrand boutiques.
And, when it comes to doing things bigger, nowhere in the world obsesses more than Dubai, the city state of the United Arab Emirates that is home to the world’s tallest building.
Ahmed Seddiqi & Sons, which has been the Official Rolex partner in Dubai for the last six decades, has just cut the ribbon on the world’s largest Rolex Boutique within Dubai Mall, which also claims to be the biggest in the world.
The three-storey, 850 square meter boutique Rolex testimonee Roger Federer and Rolex CEO Jean-Frederic Dufour.
“This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its know-how together in this way in association with our long-time partner, Ahmed Seddiqi & Sons,” said Mr Dufour.
The exterior and interior design of the showroom are a step into the future for Rolex. The towering frontage has a fluted design in a nod to the fluted bezels of the watchmaker’s sports watches.
Inside the space is is more like a luxury apartment than a shop, with most furniture designed to lounge in and fewer of the tables, chairs and cabinets that Rolex retailers with shop in shops will know.
The store is designed around an enormous chandelier inspired by the cyclops magnifying element that helps people read the date on many Rolex models.
On the top floor is a room branded as the Rolex Experience, where an array of screens showc Rolex short films that explore the heritage of the watchmaker. Next door is a theater room for more staged presentations.