Rolex Boutique
- Switzerland

2026

The new Rolex boutique sits at an altitude of 3,000 metres on Mount Titlis inside an historic antenna tower dating from the 1980s. The structure has been completely reimagined by Herzog & de Meuron, integrating two new horizontal volumes and four vertical connecting towers.

The boutique is located inside one of the horizontal glass-and-steel volumes and engages directly with the surrounding landscape. The space is organized into three distinct areas: a retail display zone, an informal lounge area with bar, and a gallery linking the two for small exhibitions celebrating the world of Rolex.

The journey to the tower via cable car, gondola lift and pedestrian tunnel becomes an experience that serves as a prelude for visitors in their discovery of a store in one of the world’s most extraordinary settings.

The Alpine landscape, the majesty of the surrounding peaks and the intensity of the light that changes constantly in relation to the weather and the season, become the starting point for the interior design, guiding the choice of materials. Wood extends across the floor and ceiling creating a warm and welcoming interior. The diamond shaped geometry of the ceiling reflects the structural design of the Herzog & de Meuron tower, establishing a dialogue between the architectural envelope and the interior. Local granite with smooth and split-face finishes shapes a central sculptural table and the display totems, evoking the ruggedness and the stratification of Alpine rock, while the Verde Alpi marble on the walls links the visual identity of the Rolex brand and its signature color with a material native to the Alps. Wooden slatted blinds regulate the natural light, creating a new interior landscape when closed.

The result is a space that weaves together the two identities of Rolex and the Alps into a single material palette, showcasing the excellence of the Maison’s craftmanship and the power of the surrounding landscape.

Photo Courtesy Bucherer