Geneva, Switzerland
Rolex is preparing to leave its most visible imprint yet on its hometown, as it plans to finance the tallest of two planned towers in the Praille-Acacias-Vernets district, a redevelopment zone on the edge of the city that is set to reshape the local skyline.
At 175 meters, the tower financed by Marconi SA, the real estate arm of Rolex SA, will be the tallest building in Geneva and among the highest in Switzerland. A second tower, at 170 meters and backed by an unnamed Swiss real estate group, will rise beside it.
The project is intended not for offices but for housing, with about 600 apartments and 70 percent of the space dedicated to residences. Public terraces atop both towers will open Geneva’s skyline to residents and visitors alike.
For Rolex, the investment underscores a deeper connection to the city where it has anchored its global headquarters for more than a century. An architectural competition is expected to open later this year, with completion projected around 2035.