By Kien Lee

Singapore is now home to Rolex's largest boutique in South East Asia.

The new boutique managed by retailer Cortina Watches, is located at Marina Square, boasts an impressive external facade that cannot be missed on Raffles Avenue opposite the Esplanade Theatre.

Occupying 513 square metre of retail space, the Rolex store officially opened on 1 September, and with it the unveiling of a permanent multi-media exhibition of the Swiss manufacture's quest for perfection in the world of horology.

The Oyster and Cellini collections are displayed in showcases that exemplify each model's distinctive universe. The exquisite craft involved in the gem-setting on Rolex watches set with diamonds, sapphires and rubies, are also highlighted.

Entirely furnished and decorated with the latest interior design concepts created by Rolex in Geneva, the store features a Vistosi Murano chandelier from Venice and imported marble finishes from Italy, exuding the style and elegance that we have come to expect from the Swiss watch manufacture.

The Rolex Exhibition
The Rolex Exhibition, based on three key themes, will feature the invention of the brand's iconic waterproof wristwatch, the Oyster, to the craft and innovation behind the creation of several other legendary watches and its commitment to landmark endeavours through select partnerships.

"We believe that the Rolex Exhibition will draw customers closer to the spirit of Rolex, as they gain a better understanding of the brand’s constant pursuit of excellence and innovation, and receive the world-class customer experience that Rolex is renowned for," comments Jeremy Lim, Chief Operating Officer of Cortina Watch.

The Rolex Way
The Rolex Way highlights the singular approach that has guided Rolex since its beginnings in 1905, when its visionary founder, Hans Wilsdorf, set out to create the most accurate and reliable wristwatch in the world.

Through the format of an illustrated dictionary, Rolex also reveals some of the ingredients of the renowned precision, quality and craft behind the self-winding mechanical wristwatches manufactured at its four sites in Switzerland, combining innovation with the finest traditions of Swiss watchmaking.

This approach is also displayed through six automated showcases featuring exclusive Rolex components: the latest Perpetual movement, the steel case, the President bracelet, the Cerachrom bezel, the Parachrom hairspring and the new Chronergy escapement.

The World of Rolex
The World of Rolex presents the partnerships in the arts, exploration and selected sports as well as the brand's philanthropic programmes, which embody and encourage the excellence that lies behind its values.

Rolex has accompanied many of humanity's greatest feats as men and women have broken long-standing records, defied the elements and explored the globe's most forbidding frontiers. These feats are featured in video screenings in the lounge area.

Rolex and the deep
A look at the natural ties between Rolex and the sea, as seen through two landmark submarine expeditions, in 1960 and 2012, to the deepest reaches of the Mariana Trench. This includes the only two watches that have ever been on manned dives to the deepest point in the oceans, the experimental Rolex Deep Sea Special and Rolex Deepsea Challenge.

Models of the pioneering bathyscaphe Trieste and the DEEPSEA CHALLENGER submersible are also being showcased in this area.

Rolex Boutique Cortina Watch
#02-38 Marina Square
6 Raffles Boulevard
Singapore 039594