Rolex and Ahmed Seddiqi & Sons’ partnership continues and the latest achievement is a new Rolex Boutique in Dubai that defies conventions and offers visitors a one-of-a-kind experience. Located in The Dubai Mall’s Fashion Avenue, it is the emblem of modern luxury.

The three-story boutique is the world’s largest for Rolex and covers 850 square meters. In its first level it resembles to any Rolex boutique around the world with sales counters, tables and collections on display. Level 2 is visible from the ground floor and is an exclusive area with a dazzling décor that can be accessed by lift. As for the level 3, it includes the “Rolex Experience” area, which immerses you in the world of the brand by taking you through its legacy and history in a truly exclusive and unique setting.

Commenting on the launch of the new store, Jean-Frédéric Dufour, Chief Executive Officer of Rolex SA, said: “This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its knowhow together in this way in association with our long-time partner, Ahmed Seddiqi & Sons.”