(Photo credit: Marc-Christian Riebe)
As the watch world turns its attention to Geneva for Watches and Wonders this week, Rolex is expanding its footprint beyond horology. The brand has acquired Bahnhofstrasse 40 in Zurich, one of Europe’s most prestigious retail addresses. The purchase was made through Marconi Investments, Rolex’s real estate arm, as confirmed by the Zurich land registry.
The building's most notable tenant is Chopard, which operates a boutique on the ground floor. According to industry sources, there is no plan to remove the existing tenants, as Rolex already owns a boutique just a few doors down, operated by Bucherer.
The purchase price for Bahnhofstrasse 40 is estimated at around 140 million Swiss francs. The address ranks among the most expensive retail streets in the world, with rents surpassed only by a few top locations in cities like Milan, London, and Paris.
In late 2023, Rolex purchased a property on another prestigious luxury shopping street in Switzerland, the Rue du Rhône in Geneva, as reported by Coronet.