Perfection Times Two
Rolex and Cortina Watch unveil the first Rolex Boutique with a permanent exhibition in Southeast Asia
he largest rolex boutique in Southeast Asia has found its home in Singapore. An inspired collaboration between Rolex and Singapore-based luxury watch retailer Cortina Watch, the Rolex Boutique is unlike any other watch store in the region. The momentous grand opening was marked by a celebration attended by more than 300 distinguished guests.
Only the second of its kind in the world— the first being in Shanghai—the Rolex Boutique promises a unique multisensory experience for all visitors. In addition to the extensive collection on display, the 513-squaremetre boutique also houses a permanent exhibition chronicling the brand’s spirit and constant pursuit of excellence and innovation. The extremely informational exhibition is divided into three parts: the World of Rolex, the Rolex Way, and Rolex and the Deep.
The World of Rolex is a showcase of the brand’s multitude of partnerships in the fields of arts, exploration and sports, such as golf, tennis, sailing, equestrianism and motorsports. Rolex has accompanied many great men and women as they conquered the world’s highest peaks and deepest oceans. Rolex’s philanthropic programmes embody and encourage the excellence that lies behind the brand’s values and social responsibilities: Rolex is more than just a sponsor; Rolex is a partner. Twelve display screens of various
sizes show the various feats in the lounge area. Visitors get to relax in the seating area, and indulge in refreshments from the bar.
Rolex founder Hans Wildorf set out to create the most accurate and reliable wristwatch in the world, a promise that still stands true today. The Rolex Way is the physical manifestation of Rolex’s unprecedented approach to the art of Swiss watchmaking. Automated displays showcase patented components that make Rolex watches some of the finest in the world. Visitors get to take a closer look at parts like the Perpetual movement, the Parachrom hairspring, and the new Chronergy escapement.
The final part of the multisensory experience is entitled Rolex and the Deep. This section takes a look at the close ties between Rolex and the sea through two historical submarine expeditions from 1960 and 2012. On display are scaled replicas of the vessels from both expeditions alongside the only two watches to have ever been on manned dives to the deepest oceans on the planet: the Rolex Deep Sea Special, and the Rolex Deep Sea Challenge.
Jeremy Lim, COO of Cortina Watch, finds great joy in seeing customers who return to the boutique just to spend time at the location, even if they do not walk out with a watch. It shows that the staff has made genuine connections with the customers, and that the boutique is much more than just a storefront.