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The Rolex Experience Inaugurates in Shanghai

WORLD-RENOWNED Swiss luxury watchmaker Rolex has officially taken up residence in September of 2011 and will remain for several years in the stately House of Roosevelt, located at 27 on the Bund in Shanghai. Occupying more than 800 square meters, the show windows on the ground floor face the Bund, The Rolex Experience is an invitation to discover the magic and majesty of the prestigious watchmaking brand through a fascinating, interactive experience. This unique event provides visitors an occasion to discover and rediscover the brand, its roots, its present and its vision of the future in a premium setting by traveling through three spaces: The Heart of Rolex, The Pulse of Rolex, and The Gallery.

As Rolex and China are bounded by their mutual respect for tradition and long-term vision for the future with shared values and reciprocal trust, the long-standing relationship between the renowned Swiss company and this great country is built to last. The exhibition and sales space, of a unique kind, allows visitors to better appreciate the century-long history of the brand and to immerse themselves in a universe of quality, expertise and commitment. The event is also a platform to provide a humble demonstration of brand superiority; to explain and share Rolex philosophies and spirit, in a manner which is a gradual and logical immersion into the brand.

The Heart of Rolex

Explore the brand's universe

The Heart of Rolex is the first stop of The Rolex Experience, a space that reveals the essence of the famous brand with the crown in five parts: The Heritage, Four Sites for Perfection, The Oyster, The Partnerships and The Rolex Institute. At the Heart of Rolex, visitors only need pass through the crown to enter the realm of Rolex, a world that subtly combines past, present and future. The most recent technology was implemented to make the experience interactive and friendly: plasma screens, a 330 degree film, 3D animations, directional speakers, and an infrared system for navigating through the menus with a simple movement of the hand. The history and traditions of Rolex, the fundamental values of the brand, the technological exploits and innovations which have been milestones in the life of the company, the partnerships and the philanthropic activities: this is what is presented by the permanent exhibition. It provides an informative and exciting interactive tour at the heart of The Rolex Experience.

The Pulse of Rolex

Live to the rhythm of the brand

Beating to the rhythm of China in a dynamic and evolving space, The Pulse of Rolex was designed to accommodate thematic temporary exhibitions, to receive partners and celebrated personalities from the worlds of culture, sport or exploration, and also to host exclusive presentations of the brand's newest models, including the latest Rolex models from BaselWorld 2011 now on display.

The Gallery

Embrace the Rolex passion for excellence

As the final stop of The Rolex Experience, The Gallery features an intimate and inviting salon that brings together the different universes of the watches, a veritable jewel case devoted to luxury, technology and refinement. In The Gallery, a comfortable calm and elegant space bathed in soft light, Rolex guests can appreciate the result of this passion for excellence, shared for over a century, while discovering the multiple facets of Rolex today - more than 200 exceptional timepieces. From the Oyster Perpetual Explorer to the Oyster Perpetual Datejust onto the Oyster Perpetual Day-Date and the Oyster Perpetual Cosmograph Daytona, these exceptional Rolex watches feature exceptional specific functions through subtle evocation. Watches set with diamonds and precious stones as well as exceptional models - the Crown Collection - are also presented in a special area, where the lighting brings out all their brilliance.

Through stylistic architecture and high-technology implementation, The Rolex Experience offers visitors the possibility to participate in a remarkable interactive experience to learn more about the values and emotions of the brand. The Rolex Experience is a real journey to the heart of watchmaking tradition, innovation and human endeavour while being faithful to the image of excellence of the brand in precision, expertise and emotion.

The Rolex Experience

1/F, No. 27 Zhongshan Dong Yi Road

Huangpu District, Shanghai 200002, China

For information or to book a visit, please contact 021-3330-0091

Official website:


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