Rolex might not have a museum, but it is making use of its rare collection of vintage watches by exhibiting them around the world. Reservations for Rolex’s new “Oyster Story” exhibition in Shanghai became available on Monday on its official website, after the display debuted at Watches and Wonders Geneva. The exhibition is becoming a tradition following last year’s showcase of rare GMT-Master models, complete with thematic panels and a documentary film.
The exhibition, which will take place next month and will likely make several stops throughout the year, is Rolex’s latest attempt to stimulate demand in the region as the luxury industry faces headwinds in Asia. Swiss watch exports to China have fallen -34.8% in two years, according to the latest data from the Federation of the Swiss Watch Industry FH.
The traveling display is another example of how Rolex continues to lean on its adventure-filled history, even as the brand moves further into luxury. This push-pull between tool-watch storytelling and high-end positioning is not unique to Rolex. Each year, Swiss brands ship fewer but more expensive watches, according to export data. Still, as Rolex’s catalog grows more opulent, the brand is also intensifying its storytelling through books, exhibitions and long-form videos.
“The exhibition explores Hans Wilsdorf’s founding intuition,” Rolex said. “It reveals how his pioneering vision, which shaped the identity of Rolex and the world of watchmaking, is carried forward today through numerous technical innovations and the many partnerships forged by the brand.” The exhibition opens June 10 at the Shanghai West Bund Dome and runs through June 28. Admission is free, though reservations are required.