The new Rolex flagship store in Ginza, Tokyo, is a must-visit for luxury watch enthusiasts, occupying four floors of the prestigious Rolex Tower on Chuo-Dori Avenue. Designed by Gwenael Nicolas from the multidisciplinary studio Curiosity, the store seamlessly blends sophisticated modern design with Tokyo’s refined hospitality scene.
The most striking feature of the Rolex Ginza flagship is its double bezel façade, inspired by the brand’s iconic watch bezels. The exterior showcases an intricate metal and glass design, featuring a gradual metal bezel motif that rises from the base to the top of the tower. The glass panels incorporate a Kyoto-crafted metal mesh, creating a dynamic visual effect that shifts depending on the viewer’s perspective, making the building a true architectural landmark in luxury retail design.
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An Elegant and Immersive Shopping Experience by Curiosity
Upon entering a grand green stone gateway, visitors are welcomed into an exquisitely designed Rolex retail space. The interior is a harmonious blend of travertine stone, Sen wood, and frosted glass, creating a warm yet sophisticated atmosphere.
A double-layered floating glass element hovers above circular display counters, enhancing the sense of openness and lightness. The mirror-backed wooden louvers reflect the surroundings, adding depth and movement to the space, a signature of Curiosity’s immersive retail design.
Luxury Meets Craftsmanship: Green Stone, Travertine & Wood
Deeper inside, the Rolex Ginza boutique unveils a 360° digital experience, offering visitors a deeper connection to the world of Swiss watchmaking excellence. A spiral staircase of travertine and wood encircles a symbolic glass elevator, which serves as both a functional connector and an architectural masterpiece spanning four levels.
On the second floor, guests are greeted by an exclusive lounge area, highlighted by a striking green stone and lacquer bar—a signature color of Rolex, visible even from the street. The private sales rooms, nestled within travertine walls, offer an intimate and tailored luxury shopping experience.
Each room is carefully curated by Curiosity to express the unique individuality of each model and collection. The library wall features artwork that captures the brand’s signature models, with original pieces commissioned from Japanese artists. The basement floor provides high-end service and experiences to the customers with a visible laboratory of highly skilled technicians. A ‘Movement’ gallery introduces customers to the diversity and sophistication of the watches’ complexity and precision, highlighting their professional craftsmanship.
A Celebration of Rolex’s Watchmaking Legacy
Each space within the Rolex Flagship Ginza tells a story, celebrating the individuality of the brand’s most iconic timepieces. A library wall showcases bespoke artwork commissioned from Japanese artists, reflecting Rolex’s dedication to craftsmanship.
In the basement level, customers can explore a state-of-the-art service center, where skilled technicians provide precision watch maintenance. A dedicated ‘Movement Gallery’ offers an in-depth look at Rolex’s watchmaking expertise, emphasizing the brand’s commitment to innovation and Swiss horology precision.
From its stunning façade to its immersive interior design, the Rolex Flagship Ginza is a benchmark in luxury retail, offering an unparalleled experience that merges architectural elegance, artisan craftsmanship, and legendary Swiss watchmaking heritage in the heart of Tokyo.
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