Rolex presents its Baselworld 2016 collection in Shanghai
Last June up until the end of this month, Rolex presents the "Rolex Experience" located on the Bund in Shanghai, showcasing its new collections of the Oyster Perpetual and Cellini unveiled at the Baselworld 2016. Visitors will have the opportunity to see these up and coming models more closely. One of the most popular models for this year's collection is the Rolex Oyster Perpetual Cosmograph Daytona, inspired after the 1965 Cosmograph Daytona model.
Other notable sports watches include a new Oyster Perpetual Air-King model in an aviation-inspired dial and a new Yacht-Master 40 both in 40 mm case size. For its new Datejust series, Rolex unveiled a new generation inhouse Rolex movement for both the men's Datejust 41 and the Lady-Datejust 28 models in Rolesor, combining both 904L steel with 18 ct yellow or Everose gold. The Rolesor Datejust 41 is equipped with the calibre 3235 movement that features the Chronergy escapement developed in-house by Rolex. Its Rolesor Lady-Datejust 28 on the otherhand, is equipped with the caliber 2236 movement that features the Syloxi hairspring made of silicon. For its bejeweled watch line, it showcased the new Oyster Perpetual Pearlmaster with a new 39 mm case encrusted with diamonds, while its Cellini collection features new dials and color combinations.
Lastly, Rolex came out with a new Oyster Perpetual Explorer that features an entirely luminescent Chromalight display and is fitted with broader hands and its number 3, 6 and 9 numerals are now filled with a luminescent material emitting a long-lasting blue glow for better legibility.
The Bund in Shanghai is located on the estuary of the mighty Yangtze River, and it is the most influential financial and economic trade and technology center in Eastern China. Its rich historical heritage and Western historical influence has made it the economic epicenter of China's elite. The Bund has often been referred to as a "museum of international architecture". Along this 1.5 kilometer stretch of super prime real estate is where banks, hotels, exclusive clubs and international headquarters use it as their address along Zhongshan Lu and the Huangpu River. Externally, little has changed since the 1930s, preserving the rich architectural history of the district.
One of these buildings stands the House of Roosevelt located in Bund number 27 (the buildings were numbered consecutively). Bund 27 had a rich history. It used to be the headquarters for British trading firm Jardine Matheson, the office of the Japanese Navy intelligence, and the Shanghai Foreign Trade Commission. The building is currently owned by the Roosevelt family, hence the name. It has been transformed into Shanghai's largest wine cellar, and features a bistro, fine-dining restaurant, and a rooftop with view across the river. It also houses the largest Rolex retail outlet in China.
The exhibition highlights the Rolex tradition by showcasing the brand values and rich horological history of the brand, by presenting the latest Rolex models and inviting visitors to an interactive brand experience. The "Rolex Experience" is a well-curated exhibition and retail concept. It immerses the centuries-old history of the brand where quality, expertise and commitment of quality are not just marketing punch lines.
A large Rolex crown inspired arch- way greets each visitor as they into the world of Rolex where rare and historically significant Rolex timepieces are displayed with an interactive array of digital media explaining the historical highlights of the watch brand's milestones. Aside from this, using digital media, Rolex offers a virtual tour of its manufacturing facilities.
Aside from its technical prowess, Rolex also showcases its partnerships with exceptional individual achievers that points to a profound faith in the human spirit. Since its creation, Rolex has recognized exceptional men and women who wear its watches and its watches are considered privileged witnesses of their eternal qualities and achievements at the highest level in the field of sports, culture or exploration. To achieve this, Rolex engages in philanthropic programs through the Rolex Institute that encourages excellence in many sectors across the globe.
The building also houses one of the biggest retail Rolex showrooms for the brand in Asia. Over 200 Rolex models are on display for the tourist rich district that offers a comfortable and elegant atmosphere for the watch enthusiast. For more information, visit the Rolex showroom at 1/F, No.27 Zhongshan Dong Yi Road, Huangpu District, Shanghai, China. For more information, visit www.rolex.com