Rolex yesterday reopened its flagship boutique at the Mall of Emirates in Dubai, UAE.

Relocated within the mall, the new boutique features a striking contemporary design that embodies the Swiss watchmaker’s legacy.

It was opened in partnership with Ahmed Seddiqi & Sons, the Middle East’s largest Swiss watch retailer.

The boutique was inaugurated by Ahmed Seddiqi & Sons Vice Chairman Abdulhamied Ahmed Seddiqi and Rolex Director Middle East Yann Du Pasquier in the presence of guests and members of the press.

“We are delighted to reopen our doors at Mall of the Emirates, unveiling the latest Rolex design concept to our clients in Dubai, together with our long-standing partners. The boutique perfectly represents the Rolex universe, inviting the customer to experience the brand’s legacy,” said Seddiqi. “The UAE continues to prove to be a key market in the Middle East and therefore we see the redevelopment and relocation of another important boutique as a step towards reaffirming the brand’s positioning.”

Situated on the second floor of the mall, the 173-sq-m boutique showcases a striking, contemporary design enhanced by clean lines and bespoke materials, including rich walnut wood, bronzed brass, limestone and beige leather. The iconic gold-effect Rolex crown adorns the new boutique, blending harmoniously to create a refined atmosphere in keeping with the century-old brand.

As a Rolex retailer, Ahmed Seddiqi & Sons is committed to supporting the brand’s values of precision, reliability and performance at its Dubai boutiques and its network of stores. High quality servicing, for which the retailer and the brand are well known, is carried out by Rolex-trained watchmakers at the retailer’s own state-of-the-art workshop facility, located in Dubai’s Capricorn Tower.

“We are proud to have represented Rolex in Dubai for over 50 years, partnering the leading Swiss watch brand as it goes from strength to strength in the region. The reopening of the flagship Rolex boutique at Mall of the Emirates is a demonstration of our long-standing relationship and passion for the Rolex brand,” Seddiqi concluded.