Rolex’s largest store on the planet was first opened in 2018 and reopened after a modernisation in 2020.
It is run by Ahmed Seddiqi & Sons, the largest authorised dealer of luxury watches in the Middle East, in Dubai Mall, said to be the biggest shopping mall in the world.
It is easy to sneer about a megastore without any watches to sell because of current shortages, but the Rolex destination was always designed as much as a temple or museum for the brand in the Middle East, as it was a mere retail outlet.
If this were the world’s Greatest Malls for watch lovers, we would certainly feature Dubai Mall, which is home to spectacular Audemars Piguet, Richard Mille, Patek Philippe and TAG Heuer boutiques, all run by Seddiqi.
Rolex’s store occupies 9,150 square feet of retail space over three levels with an entire floor dedicated to the history of the brand, and other areas mixing displays with more intimate areas for private consultations.
The exterior is just as impressive, with its three storey façade protected by a vast bronze-coloured structure that takes its designs from the famous crimped bezel of Rolex’s DayDate and Date-Just models.
