esigned and laid out in close collaboration with Rolex architects, this new point of sale is stamped with the brand’s values of excellence. Visitors will find a welcoming place to freely discover the collection of Rolex watches and discuss their choice of model in an elegant, tranquil environment.

Contemporary in style, with pleasing illumination, the new store is distinctive for its stylish interior architecture and the natural setting in which it is located. Large picture windows extend the space out towards a vast Alpine landscape, offering visitors a breathtaking view of the snow-capped peaks. At the centre of the space, a natural stone table embodies this duality: conceived as a sculptural piece, it combines a raw finish on one side with a smooth surface on the other, creating a subtle dialogue between organic material and a more refined, crafted expression.

Materials have been selected with the utmost care and attention to detail. Walls clad in American walnut panelling and Verde Alpi marble — whose subtly illuminated veining evokes the marine world so dear to Rolex — immerse visitors in an exceptional atmosphere. Their nuanced colours harmonise beautifully with the smoked oak flooring and the natural-fibre carpet. Seating is covered in green velvet, crafted in leather, or upholstered in a beige fabric carefully selected to bring warmth and softness to the room.

Much like a Rolex watch, the hallmark of master artisans is apparent in every facet of this new point of sale. The skills of the finest craftspeople are showcased in the decorative elements, furniture and objects created for this new retail space.

To enhance the experience, a lounge area and bar have been created for customers to enjoy an informal moment talking and learning more about their chosen watch. American walnut cases, as well as vertical displays fitted with a leather-sheathed mechanism, reveal a balanced selection of watches. The fluting that decorates the bezel of certain classic watches notably inspired the motif visible on the partitions framing the picture windows.

The structural and decorative features perfectly complement one another, creating a comfortable space and an atmosphere infused with the brand’s codes. Finely executed interior fittings, furnishings and decoration reflect Rolex’s perpetual demand for the highest level of quality in all aspects of its endeavours.

The point of sale inaugurated today is part of a worldwide network of refined boutiques, brand ambassadors that truly reflect the Rolex identity. Stepping inside is to experience an immersion in the Rolex history and its multiple treasures. Entirely dedicated to Rolex, this new boutique on Titlis perfectly embodies the culture of excellence that defines the brand.