LONDON – Rolex and the Watches of Switzerland Group hosted an event at the recently opened flagship Rolex boutique on Old Bond Street with tennis legend and Rolex Testimonee Roger Federer.
The afternoon in July celebrated the start of the Wimbledon Championships and included a Q&A with Roger Federer and fellow Rolex Testimonee and retired tennis player Vijay Amritraj.
The flagship boutique opened in March, 2025, and is one of the largest Rolex boutiques in Europe.
The opening marked a milestone in the luxury horology retail landscape, as well as a new chapter for the Watches of Switzerland Group and Rolex – a relationship which began over 100 years ago in 1919 with the Northern Goldsmiths showroom in Newcastle.
The new boutique spans four elegantly designed floors, showcasing the Rolex collection with all its iconic families, such as GMT Master II, Cosmograph Daytona, and Submariner.
The boutique features a floor dedicated to Rolex Certified Pre-Owned and a Rolex Exhibition which displays the finest heritage pieces from the last 120 years.
The boutique includes a Rolex Authorised Service Centre for the maintenance and care of clients’ timepieces.
