Emperor Watch & Jewellery is pleased to announce the opening of a new Rolex boutique at Taikoo Li Sanlitun, one of Beijing’s most iconic premium retail landmarks, where a vibrant public realm meets a distinctive mix of art, culture and fashion. The 361-square-metre duplex boutique features interiors inspired by Rolex’s latest design concept, showcasing the brand’s timeless heritage and innovative spirit.

“We are deeply honoured to open the Rolex boutique at Taikoo Li Sanlitun in Beijing,” said Dr. Albert Yeung, Chairman of Emperor Group. “Since 1966, Rolex and Emperor Group have forged a deep and enduring relationship spanning more than six decades. Looking ahead, the Group and Emperor Watch & Jewellery will continue to work closely with Rolex to deliver distinguished and unique experiences that exceed the expectations of customers in every market.”

Ms. Cindy Yeung, Chairperson of Emperor Watch & Jewellery, said, “From the boutique’s immersive aesthetic space to the personalized services provided by our professional team, Emperor Watch & Jewellery has always upheld the meticulous standards of Rolex and remained committed to the brand’s pursuit of excellence in craftsmanship and dedicated service.”

Rolex brand ambassador Mirra Andreeva was also present at the opening, admiring the store displays, learning about the thoughtful design concepts, and witnessing this brand-new chapter alongside invited guests and the media.

The point of sale inaugurated today is part of a worldwide network of refined boutiques, brand ambassadors that truly reflect the Rolex identity. Stepping inside is to experience an immersion in the Rolex universe and its multiple treasures. Designed and laid out in close collaboration with Rolex architects, this new point of sale is stamped with the brand’s values of excellence. Visitors will find a welcoming place to freely discover the collection of authentic, new Rolex watches and discuss their choice of model in an elegant, tranquil setting.

A special area on the upper floor has been set aside to present second-hand Rolex watches within the Certified Pre-Owned programme. Exclusive to the brand and available only at certain authorized points of sale, the programme allows the purchase of pre-owned authenticated Rolex watches that have been serviced and granted a new two-year international guarantee. The Rolex Certified Pre-Owned retail space has been developed to offer visitors a refined and sophisticated experience, while embodying the high standards of the brand. The spaces aim to create a lounge-like environment, inviting visitors to sit back and take time to learn more about the collection on display.

REFLECTING THE WORLD OF ROLEX

Contemporary in style, with pleasing illumination, the new store is distinctive for its harmonious and stylish interior architecture. The structural and decorative features perfectly complement one another, creating a comfortable atmosphere, infused with the brand’s codes. Perfectly executed interior fittings, furnishings and decoration also accentuate the perpetual demands of Rolex to offer the highest level of quality in all aspects of its endeavours.

A number of correlations can be seen between the aesthetics of Rolex watches and the design features in the new boutique. The bezel fluting on some watches in the Classic collection has inspired the motif on the duplex façade and the Verde Alpi marble wall in the main browsing area. The domed Cyclops lens is reflected in the shape of the lamps that hang over the bar on the second floor, and which were designed by Rolex. Materials have been selected with the utmost care and attention to detail. Woodwork is in walnut, while metal framing or trim on showcases, for example, is crafted from bronzed brass. Seating is covered in green velvet or leather. Leather is also the material of choice for exhibition counters and sales tables. In the showcases and the façade window, a three-dimensional backdrop, sheathed in leather and which has been designed and crafted by the brand, creates a striking stage for displaying the watches in all their beauty.

In the same way as a Rolex watch, the hallmark of master artisans is apparent in every facet of this new creation. The remarkable talents of the best among them grace the decor, furniture and aesthetic features around this new point of sale. To enhance the experience, open lounge areas have been created alongside the bar, allowing customers to enjoy an informal moment talking about and becoming better acquainted with their chosen watch. The space beneath the staircase has been thoughtfully transformed into a distinctive seating area, adding an unexpected and inviting touch to the boutique.

This new boutique is entirely dedicated to Rolex and perfectly embodies the culture of excellence that defines the brand. It provides an exclusive opportunity to discover the spirit of Rolex and promises that those who pass through the door will leave with lasting memories of a rare and precious moment.