Concept store of Rolex: A first in the world

Last Thursday’s rains did not deter guests from flocking to BGC High Street Central where Lucerne Group celebrated the opening of the latest Rolex “concept boutique” with a bevy of collectors and aficionados, models and glitter-clad violinists on hand, not to mention a 30-day exhibit of the latest Oyster collection that lit up Baselworld 2017. The “hero” of the Rolex collection at this year’s Baselworld, according to Lucerne Group managing director Emerson Yao, was likely the new Sea-Dweller, marking a 50th anniversary as a Rolex favorite.

“We are delighted to celebrate the inauguration of the Rolex Boutique at Bonifacio High Street Central and we are honored to have the opportunity to work with Rolex in the last 30 years, and to be able to collaborate on bringing to the Philippines Rolex’s newest concept store,” said Lucerne Group of Companies president Ivan Yao. “We are especially proud to be expanding the Rolex presence in the Philippines and to have represented the brand for over 30 years, upholding the finest standards of quality and service.”

Taking a walk through the 120-sqm space, the Rolex deep-sea concept is reinforced by a wall of illuminated plexi-glass Aqua panel with an undulating wave motif; the fluted bezel-inspired Cannelle stucco and gold-effect Rolex crown mark your entry. Emerson Yao points to the Baccarat crystal chandelier at the center of the showroom. “I don’t think any other Rolex store globally has one. This is also the first in the whole world — or definitely in Asia — to feature this new concept design. You might recognize some aspects in other boutiques worldwide, but it’s unique for this store.”

Even more amazing are the watches. Set in walnut wood cabinets with handsome bronze detailing, you will see the stars of Baselworld 2017 on display, like the Oyster Perpetual Sea-Dweller with a new, larger 43 mm case, and Rolex’s new calibre 3235 movement. The new Yacht-Master II, the unique regatta chronograph, features a new dial and new hands for increased legibility. New versions of the Cosmograph Daytona in 18ct yellow, white or Everose gold use the innovative Oysterflex bracelet in elastomer and a monobloc Cerechrom bezel in black ceramic. It’s a blend of “high technology and sleek aesthetics” that moves Rolex forward once again.

Also displayed was the Oyster Perpetual Sky-Dweller, a classic watch for world travelers, in yellow Rolesor and white Rolesor versions (combining 904L steel and 18ct yellow or white gold) with new dials. The men’s and women’s classic Oyster perpetual Datejust 41 and Lady-Datejust 28 were offered in 904L steel or in white Rolesor versions (904L steel with an 18ct white gold bezel), equipped with new-generation mechanical movements.

Amid flutes of champagne, guests at the event included Sen. Pia Cayetano, Rolex country manager Wolfgang Weilbach and Swiss Ambassador to Philippines Andrea Reichlin, who grew philosophical: “Human beings and time are always in a race. This is why we become philosophical about time’s uninterrupted march — and the truest instruments to measure it best,” she said in remarks, noting that “Rolex is more than just a watch; it is a witness to our lives.”