As a legendary brand that needs no introduction, a Rolex can be an absolute necessary to own for watch aficionados. But for those of us looking to learn more about the brand before we put down the necessary cash, the newly-opened Rolex boutique, created in collaboration with long-term retail partnerCortina Watch, is a great place to learn more about this fabled manufacture.
The new store is a sprawling 513 square-metre boutique and is located in the new wing of Marina Square, a mall that’s sure to be getting a perception-upgrade with the new store. Inside, Rolex fans and new watch buyers alike are given a glimpse into just what the brand’s “passion for excellence” means. That includes a look into its history, from the invention of the waterproof wristwatch (the Oyster) to more of its legendary designs, as well as to include its partnerships with various brands.
The exhibition includes The Rolex Way which highlights the brand’s history, from its founding in 1905 by Hans Wilsdorf to its current-day incarnation. Along the way, visitors can look at six automated showcases featuring exclusive Rolex components including the latest Perpetual movement, the steel case, the President bracelet, the Cerachrom bezel and the new Chronergy escapement.
The next part, The World of Rolex showcases the brand’s many impressive partnerships with athletes who have broken world records, and explorers who have made new discoveries and crossed various frontiers. The area includes video screens in the lounge area where guests can relax and indulge with a drink at the bar that features a bronzed mirror finish and aqua wall.
Rolex and the Deep focuses on Rolex’s signature relationship with the sea, highlighted by two landmark submarine expeditions that were made in 1960 and 2012 to the Mariana Trench. It includes the only two watches to have ever been on manned dives to the deepest point in the oceans — the experimental Rolex Deep Sea Special, and Rolex Deeps Challenge.
Beyond the exhibition, guests looking to make a purchase can take a look at the Oyster and Cellini collections in their full glory. Spacious and well-lit, the boutique is a true taste of the brand’s history and personality, featuring the latest interior design concepts created by Rolex in Geneva. Only the best material from Vistosi Murano from Venice for the chandelier, to imported marble finishes from Italy. This marks only the second such store in the world for Rolex, with the first being in Shanghai.
Rolex Boutique Cortina Watch MSQ, #02-38 Marina Square, 6 Raffles Boulevard, Singapore 039594