Watches of Switzerland Group’s new Rolex Boutique on Bond Street is the largest in Europe – and a dazzling destination for watch lovers

Words: Bibi Cooper

My shoes click-clack as soon as Rolex boutique in Mayfair I step inside the newly opened Rolex boutique in Mayfair. Someone points to the polished marble mosaic tiles and proudly informs me that the floor is crafted out of seven different types of marble – all imported from Italy, naturally.

That someone is Dani Demerjian, boutique director at the Watches of Switzerland Group Rolex Boutique, which is now welcoming shoppers at 34 Old Bond Street. If you haven’t seen it yet, you will. Considering that the space boasts the title of being the largest Rolex boutique in Europe, it’s impossible to ignore its polished and commanding presence on Bond Street.

Despite the large and looming structure, the boutique’s MO is not to be intimidating. “We want people to feel welcome when they walk in here,” Dani says. “Our goal is to ensure that everyone feels comfortable exploring the collections, whether they are first-time buyers or watch collectors.” Dani guides me around the emporium – all four floors of it – spanning 1,100 square metres. With 24 years of experience in luxury hospitality under his belt, he is well-versed in knowing what makes a client happy.

The experience taught me the importance of creating a culture that is rooted in exceptional client service,” he explains. “Establishing genuine relationships and delivering personalised experiences is the core of everything.” Upon entering, it does feel like you’ve stepped into a five-star hotel. There’s a reception lobby and several uniformed Rolex staff to greet you. Shopping for luxury goods has seen a shift in how stores operate. Shopping is not simply shopping any more.

It’s more than striking up a good relationship with a sales associate – buying a luxury piece now has to be a journey; an opportunity to create a long- lasting memory. “Here at the boutique we’re really setting a new standard,” Dani says. “Clients want a unique brand experience. The boutique is designed to foster meaningful connections, ensuring that clients leave with a milestone purchase and a lasting memory.”

Indeed, the store goes far beyond the obligatory glass of champagne and a private room. It’s a Rolex connoisseur’s paradise. A striking 13-metre-high atrium is clad with the largest installation of bespoke green glass globally and adorned with hanging gold sculptures inspired by Rolex watch bezels. This jaw-dropping suspended art installation is visible from each floor as we explore the incredible space. Directly adjacent to the reception, there’s the main showroom, allowing visitors to explore and familiarise themselves with the Rolex collections.

A few winding steps down into the lowest floor is a space dedicated to Rolex Certified Pre-Owned. It is a watch collector’s paradise, featuring a staggering selection of ultra- rare and vintage pieces. Complementing the space is a bi-annually rotating Rolex exhibition, spotlighting a chapter of the brand’s remarkable legacy. The first floor is home to current Rolex collections and two very nicely designed private consultation suites for clients to try whatever rare and exclusive timepieces have caught their eye.

In addition to the classic collection, the boutique holds a curated selection of unique and rare gem-set Rolex timepieces. Not to mention a cocktail bar, which serves a signature cocktail, exclusive to the location. However, the best part – and personal favourite of many – is located on the top floor.

The Rolex Authorised Service Centre houses a glass-walled Rolex workshop where you can observe watchmakers, polishers and technicians at work, as they tinker away at the inner machinations of a GMT Master II or make adjustments to a custom strap. The boutique is exquisite – this is Rolex, after all, so nothing is half done. More than simply a shop, the space is a celebration of the brand’s legacy, and a mecca for watch-enthusiasts.Â