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Rolex opens latest boutique in a winter wonderland

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Rolex has opened a seventh boutique with its French partner Doux Joaillier in the French ski resort of Courcheval.

With the ski season in full flow, albeit with a bit of a snow shortage over the holiday period, Doux has created an Alpine chalet-style boutique with low product density and maximum hospitality.

Interior artwork is devoted to the mountains and winter sports, but the greatest vistas are through the windows of the showroom, which open onto the center of Courcheval and the arc of peaks around it.

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The store opened just before Christmas.

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