Walk into the new three-level Rolex Boutique in Dubai – the world’s largest – and you will be able to discover all the facets of the luxury brand, its past and present in a unique setting.

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 and builds on the long-standing partnership of Rolex and Ahmed Seddiqi & Sons.

The boutique covers an unprecedented 850 sq m 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.