On April 30th, Rolex and Ahmed Seddiqi & Sons inaugurated a new Rolex boutique in Dubai’s newly-minted Fashion Avenue extension in the Dubai Mall. With its sprawling 850 square meters in retail space, it is the largest Rolex flagship in the world, naturally. Spanning three floors, the new boutique was custom-designed by the Rolex Interior Design department in Geneva. The interior of the new boutique was inspired by the elements of the Rolex timepieces. For instance, a massive, handcrafted chandelier draws inspiration from the Cyclops lens on Rolex watches. Housed inside the boutique’s leather-trimmed walls, shoppers will find the luxury Swiss brand’s collection of highly-sought after women’s and men’s timepieces.
Ahmed Seddiqi & Sons were the first official Rolex retailer in the United Arab Emirates, opening the first Rolex boutique in 1967 in Dubai. “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,” said Abdul Hamied Ahmed Seddiqi, Vice Chairman of Seddiqi Holding. Tennis champion Roger Federer and Rolex CEO Jean-Frederic Dufour were on hand to inaugurate the new store.
“The latest Rolex Boutique will showcase Rolex watches in spectacular surroundings,” he adds. The third floor, an interactive space which the brand refers to as “The Rolex Experience”, resembles a living room with its plush sofas, marble tables, silk carpets, and small screens exploring the heritage of Rolex timepieces. After a long day of shopping, guests are invited to enjoy refreshments and immerse themselves in a library of books and magazines about the luxurious Swiss watchmaker.