(Photo credit: Rolex)
Rolex might not have a museum, but it’s making use of its rare collection of vintage watches by exhibiting them across the world. Rolex will be spotlighting the evolution of the GMT-Master in Hong Kong from May 26 to June 8, 2025, “its first stopover,” according to the brand.
The exhibition is Rolex’s most recent attempt to boost demand in the region, as the broader luxury industry has faced headwinds in Asia, with annual Swiss watch exports dropping 25.8% to China and 18.7% to Hong Kong, according to the latest data by Federation of Swiss Watch Industry FH.
Hosted at Freespace in the West Kowloon Cultural District, this marks the GMT-Master exhibition's first appearance in Asia following its initial showcase in Geneva in 2024. In a rare move for Rolex, the brand has introduced an online reservation system for this exhibition on its official website. Visitors are required to book their time slots, receiving a unique QR code for admission.
The event, called “Time Zone To Time Zone,” delves into the GMT-Master's history, tracing its origins from the 1955 model worn by Pan Am pilots to its current status as a symbol of global travel and exploration.