Rolex store front. Picture: Shemer Jewellers
Shemer Jewellers has officially inaugurated a new Rolex boutique in Johannesburg.
The Rolex Boutique, located in Diamond Walk on the seventh floor of Sandton City, surrounded by some of the world’s leading brands and just a stone’s throw away from the iconic Nelson Mandela Square
Commitment
Shemer said the inauguration “strengthens Rolex’s commitment” to the South African market and marks a step forward in enhancing the in-store customer experience.
“Having represented Rolex in Bedfordview for over three decades, we are proud to expand the brand’s presence in South Africa, upholding the highest standards of quality and service,” said Alan Carrington, owner of Shemer Jewellers.
The boutique was designed and laid out in close collaboration with Rolex architects.
Visitors will find a place to freely discover the collection of authentic, new Rolex watches and discuss their choice of model in a tranquil setting.
Correlations
A number of correlations can be seen between the aesthetics of Rolex watches and the design features in the new Sandton City boutique.
The fluted bezel signature of many timepieces in the Classic collection is echoed in the fluted travertine wall treatment throughout the space, most prominently within the main entrance area, where it forms an architectural rhythm that mirrors the tactile beauty of the watches.
The domed Cyclops lens is reinterpreted in the design of the Cyclops lamps suspended above the sales counter and lounge area. These custom-designed luminaires, created especially for Rolex, provide softly diffused light that enhances the presentation of each timepiece.
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Rolex
Shemer said the new boutique is entirely dedicated to Rolex and perfectly embodies the brand’s culture of excellence.
“It provides an exclusive opportunity to discover the spirit of Rolex and promises that those who pass through the door will leave with lasting memories of a rare and precious moment.
The new Rolex Boutique is located at Shop 28 in the Sandton City Shopping Centre Diamond Walk.
Founded in 1966 and an Authorised Rolex Dealer since 1991, Shemer Jewellers is one of South Africa’s leading luxury watch and fine jewellery destinations.
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