The New Rolex Singapore Boutique Is Beyond AwesomeWritten by Alvin Wong
Like a kid in a candy store? Not even close, fellow Rolex fanatics.
Oh boy. It is like we just died and ascended into a heavenly realm where comely angels dressed in Rolex-green wait on us with champagne and entice with trays of steel Daytonas that mere mortals can only dream about.
And guess what? You can actually enjoy this slice of heaven on earth – a very big one, we might add – by heading down to Rolex's new immersive mega-boutique at Marina Square Shopping Mall, opened by Cortina Watch, one of Singapore’s foremost luxury watch retailers.
Quite unlike any milieu to peruse a Rolex, the new boutique is a huge and captivating space -- one of the world's largest Rolex stores, in fact, purportedly second only to 'The Rolex Experience' store in Shanghai. The Singapore boutique spans 513 square meters, large enough to envelop guests in a full-on Rolex experience with its unique exhibition-cum-boutique setup.
The elaborately decorated boutique, all walnut wood cabinets, bronze detailing, marble floors and ivory coloured leather upholstery, features three main areas. Behind the main retail area, which stocks over 200 Rolex timepieces spanning evergreen icons to the latest creations (on the opening night, we spotted the new Air-King there, still unavailable at other retail stores), is The World of Rolex (below). A luxurious space set against a massive video wall beaming the brand's involvements in arts, sports and philanthropy, and complete with a swanky bar counter, The World Of Rolex, can serve as a place to host thematic exhibitions, as well as a more private area for customers to pore over their selections.
Things get into educational mode when you head to the second exhibition area called The Rolex Way, just behind The World Of Rolex. A educational 'wall of fame' of sorts, The Rolex Way (below) is flanked by two walls that give a brief but insightful overview of Rolex’s history and proprietary technological innovations, from its mechanical firsts (Parachrom hairspring and Chronergy escapement) to material experimentation (Cerachrom and Everose). Last but not least, there is a section called Rolex And The Deep, an exhibition area that documents Rolex's exploits in deep sea exploration, ventures that birthed numerous technologies and concept timepieces.
"We believe that The Rolex Experience will draw customers closer to spirit of Rolex, as they gain a better understanding of the brand’s constant pursuit of excellence and innovation,” says Jeremy Lim, chief operating officer of Cortina Watch. If you love Rolex without truly understanding why -- or want to cop a little something-something that is truly legendary -- this is definitely the place to be.
Rolex Boutique Marina Square
6 Raffles Boulevard
#02-38 Marina Square
Alvin promises not to be a douche when talking about watches. He may have scoured the Basel and Geneva watch fairs for the past 15 years, and played an instrumental role to the growth of Singapore's pioneering horological and men's lifestyle publications, but the intrepid scribe seeks to learn something new with each story he writes.