Rolex opens flagship store in Tokyo’s Ginza district

Luxury watch brand Rolex has unveiled its new flagship store in the heart of Tokyo’s Ginza district.

The store, designed by Gwenael Nicolas of design studio Curiosity, occupies four floors of the new Rolex Tower on Chuo-Dory Avenue and its design fuses tradition and modernity.

The store’s facade is inspired by Rolex’s signature bezel pattern. It greets visitors with a “dynamic yet delicate” metal mesh embedded in glass. The pattern changes depending on the viewer’s angle, creating a kinetic effect.

Additionally, the interior is visible from the outside through a large green stone agate that frames the entrance. 

Upon entering the store, visitors are guided through a layout made from various materials, such as travertine, Sen wood, and frosted glass. A central feature is the lift, encouraging guests to explore the upper floors.

The second level features several open salons with a large green stone and lacquer bar, with sales areas spread throughout the space and private niches carved into the walls.

The third floor is home to an exclusive private salon.

Finally, the basement is designed to offer special services, with watch technicians working in a visible laboratory.

“The store has been meticulously designed from the exterior to the interior, bringing all the dignity of an established watchmaker to Ginza and Tokyo,” said the design studio.

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