In the latest example of Rolex ramping up its flagship retail presence, the brand has unveiled its first duplex-style boutique in Southeast Asia, featuring a two-floor layout that allows for expanded product displays across the Professional and Classic watch collections.
Rolex last week launched its newest boutique in Thailand, its 15th in the country. The boutique, located in Bangkok, is now the country’s largest, spanning more than 300 square meters, or 3,230 square feet. From Rodeo Drive to Bond Street, Marienplatz and Galleria Vittorio, Rolex is opening a raft of multi-level, Rolex-exclusive boutiques worldwide while ending contracts with some smaller multi-brand distributors. Unlike traditional retailers, these boutiques go beyond displaying timepieces; they immerse visitors in Rolex’s storytelling, showcasing its heritage, innovations and expertise.
The new Bangkok boutique, operated by Cortina Watch, a Singapore-based retailer that has partnered with Rolex for more than 20 years, occupies the ground and first-floor units of a building at ONE Bangkok. ONE Bangkok is a new $3.2 billion mixed-use development targeting 90 million visitors annually.
According to Rolex, the new interior blends the brand’s familiar design codes, including dark green marble, fluted wall patterns and bracelet-inspired lighting, with a nod to Thailand through a wall depicting the Temple of the Emerald Buddha.
Rolex’s new boutique in Bangkok. (Photo credit: Rolex)