GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share

Ahmed Seddiqi & Sons Unveils Unprecedented Retail Destination at the Dubai Mall

Dubai, 10 May 2018 –   Building on a long-standing partnership, Rolex and Ahmed Seddiqi & Sons have inaugurated a new Rolex Boutique in Dubai. Located in the Fashion Avenue, the latest extension of The Dubai Mall − the largest shopping mall in the world by total area and home to more than 150 luxury brands − the boutique represents the epitome of modern retail luxury.

Opened on 30 April 2018, the three-level structure, the world's largest Rolex Boutique, covers an unprecedented 850 square metres of retail space, including an area devoted to a total immersion into the world of Rolex − the Rolex Experience – which encapsulates the brand and its legacy in a truly exclusive and unique setting.

“We are honoured to partner with Rolex on this major endeavour that represents a landmark for our retail operation which, over half a century, has grown from a single shop in Souk Bur Dubai to more than 65 watch boutiques across the UAE, including five Rolex Boutiques and 12 points of sale in Dubai. The latest Rolex Boutique will showcase Rolex watches in spectacular surroundings,” said Abdul Hamied Ahmed Seddiqi, Vice Chairman of Seddiqi Holding. “This collaboration marks an enduring relationship and our continued passion for the Rolex brand.”

Ahmed Seddiqi & Sons, the Middle East's leading retailer of luxury watches and jewellery, has been the Official Rolex Retailer in Dubai for almost 60 years. The late Ahmed Qasim Seddiqi, the company's founder, was one of the first watch distributors in the Gulf region and he built a strong bond with Rolex over the past decades, based on mutual respect and common goals.

In commenting on the launch of the new store, Jean- Frédéric Dufour, Chief Executive Officer of Rolex SA, said: “This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its know- how together in this way in association with our long-time partner, Ahmed Seddiqi & Sons.”

THE ROLEX BOUTIQUE
The Rolex Boutique was created with bespoke architectural and design components, custom-designed by the Rolex Interior Design department in Geneva to reflect the brand image with its hallmark colours, materials and architectural features. Inspired by the design of Rolex watches, the façade of the building echoes the iconic fluted bezel, with alternating transparent and opaque elements – bringing light into the boutique and a view of the exterior from the inside. In addition, design elements were inspired by the local aesthetic and culture, infused throughout the boutique.

Following is an overview of the store's three levels:

Level 1 − the boutique
The ground level of the boutique maintains the tradition of Rolex Boutiques around the world, with sales counters and tables and the watch collections on display. A wide range of Rolex watches offers an array of the legendary timepieces to suit all tastes and requirements.

Of note, is the chandelier that extends all the way to the top of the mezzanine level. Specifically designed for the boutique, it is handcrafted in layers of coloured glass. The spectacular glass lighting installation, made by a Czech glass specialist, is inspired by the Cyclops lens on Rolex watches that features a date display and also has a magnifying effect. This is just one example of the many specially designed features present throughout the boutique.

Pillars made of bronze and noce travertine stone from Italy create an elegant and sequenced means of separating areas within the boutique. Wall panels with gold elements surround the room, reflecting in 3D the fluted bezel of a Rolex watch. In addition, careful attention has been given to the acoustics, to ensure the comfort of customers.

Level 2 – the mezzanine
The mezzanine level is visible from the ground floor and can be accessed by lift. This exclusive area boasts a dazzling decor with, for example, walls featuring leather trim and gold-leaf detailing, images inspired by the cut of a diamond, or Rolex crowns made of gold watch indexes and appliques.

Level 3 − The Rolex Experience
On the top floor of the boutique, an immersive experience, aptly named the Rolex Experience, enables visitors to discover all the facets of Rolex. This encounter with the Rolex universe begins as customers enter a dedicated lift located in the ground- floor showroom and, via the images on special digitized screens, are effectively transported from Dubai to Geneva on the upper level where the entire floor is dedicated to the discovery of the Rolex brand: its heritage, watches, manufacture, Testimonees, sponsorships and philanthropic activities. Here the story of the brand is told in its entirety for the first time in Dubai, in a remarkable setting. The Rolex Experience includes a screening room, an exhibition space, a reception area and a lounge.

In the screening room, a film entitled The epic of the Oyster, the watch that defies time and elements features the world and history of Rolex. The film carries the spectator into the Rolex sphere from the start of its story, when founder Hans Wilsdorf created the first waterproof wristwatch – the Oyster – along its journey to the very highest summits and the deepest part of the oceans, and onto the wrists of pioneers, artists, athletes and visionaries.

In contrast to the darkened screening room, a bright space surrounded by an extra- large replica of a Rolex Oyster bracelet presents exhibitions for viewers to delve deeper into the brand and to discover its most emblematic watches and activities. Exhibition panels, which are presented in the Oyster bracelet-link structure, will rotate every few months. To mark the Rolex Boutique opening, the Sea-Dweller exhibit will be on display during the coming months.

In 1926, Hans Wilsdorf invented the Rolex Oyster, the first waterproof wristwatch. Since then, Rolex has played a pioneering role in the development of divers' watches and been present in ocean exploration with models at the forefront of watchmaking technology. Deep, deeper, deepest − the three parts of the Sea-Dweller exhibition − explore the evolution of Rolex divers' watches, from the Submariner to the Sea-Dweller and the Rolex Deepsea, and how they enabled and accompanied the development of deep-sea diving itself.

A lounge area, made of noble materials: marble tables, stone flooring, wood wall panelling, rich fabrics, silk carpets and leather sofas, creates an elegant yet relaxed atmosphere where customers can converse, enjoy refreshments and avail themselves of a library of books and magazines about Rolex, surrounded by Rolex- related objects.

To further immerse visitors in the brand and the essence of its home in Switzerland, six screens situated around the lounge show World of Rolex films. These films depict the four Rolex sites in Switzerland where the watches are created and assembled, providing a glimpse into the workshops and the magic behind the timepieces. The films also show Rolex's sponsoring activities in exploration, sports, the arts and cinema.



Posted by : GoDubai Editorial Team
Viewed 18940 times
Posted on : Thursday, May 10, 2018  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Eid- Al- Fitr Gift Guide 2018
Next Story : Swatch Introduces Its Latest Spring-summer 2018 Collection
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
The FW18 Trend Report From Weill Paris
Climax Mascara Never Fake It
Discover the Secret to Younger-looking, Radiant Skin
Keep your skin looking healthy and hydrated, naturally
Jessica Kahawaty in Dubai to Celebrate the Launch of SUKIN, Australia's No.1 Nat...
LOOTAH Perfumes brings a collection of delicate scents to fulfill the needs of t...
Brow Contour Pro 4-in-1 defining & highlighting brow pencil
The Balmain Haute Elegance Oval mirrors the brand's soul
BodyO launches officially its AiPod for a full body check-up during the Gitex Fu...
The Rado DiaMaster Petite Seconde Automatic COSC The Rado watch at the top of th...
Get flawless skin with Rodial's new Booster Drops
Johnson's launches Fresh Hydration Range – Cleansed, hydrated skin in just #OneSwipe
The World of Aigner Wunderkammer
Lexus Design Award 2019 open for entries
Elegant and feminine new Mini Bubble set to make a big splash
Trend Alert! Giddy up on the best platform with your new horse-inspo ensemble fr...
Manero Peripheral (43 Mm) Classic Watchmaking Meets State of,the Art Technology
Introducing the GUESS Jeans Fall 2018 Collection'
Curate your perfect Autumn Winter wardrobe, with Robinsons
Dubai Shopping Festival Returns With Much-awaited Mega Raffles
Corum Heritage Eleganza- Dedicated to the stylish woman
Daniel Craig Brings the Diver 300m to the Surface
DS Podium Chronograph 1/100 sec
Mohammad Abdullah, President of Dubai Institute of Design and Innovation (DIDI)
Dubai's newest social hub - Bar Baar introduces ‘Thela Baar Brunch'
Joyalukkas Celebrates the Festival of Light with Irresistible Offers
OMEGA gets set to time the Youth Olympic Games Buenos Aires 2018
Malabar Gold & Diamonds to triple number of outlets to 750 and raise Group turno...
With more collections and a more spacious car parking, Kalyan Silks moves to El...
Global Report Reveals That the “Feeling of Home” Is Moving Beyond Four Walls
Sharjah Government pavilion highlights digital transformation of Sharjah at GITE...
Fifi & Friends - Now available at more outlets across the UAE
Kibsons Expand Vegan Range
Health Shield Medical Center to Celebrate Women of the Capital
AXOR is the official partner for bathroom fixtures of the Design Hotels™ brand
Lacoste Introduces the Keep Playing Collection for Women
Halloween “Catwoman” mask using BROW products
The Ford F-150 Raptor: Your Ultimate Partner for Off-Road Adventure
Nokia smartphones serves first slice of Android™ 9 Pie on the award-winning Noki...
Emirates Airline Dubai Rugby Sevens 2018 FactSheet
Sharjah Girl Guides Unleash their Power on International Day of the Girl Child
Festival Plaza Announces Lulu Hypermarket at New Lifestyle Destination
SIBF 2018 Invites Young Visitors to the Wondrous Land of Edutainment
Western Digital powers AI-enabled storage for futuristic surveillance and security
Nissan to Make Official On-track Formula E Debut
Toyota's legendary King goes urban with the 2019 Land Cruiser Grand Touring Edition
CITIZEN Unveils 100th Anniversary Limited Edition Collection
UAE Toastmasters community to host the world champion of public speaking
BOLLYWOOD PARKS™ Dubai introduces 11 new shows with a new line up of performance...
Provacuno - Spain's largest Inter-professional Association introduces Spanish Be...