Offering rare insights to the watchmaker’s world, the Rolex flagship opens at Marina Square this month.  

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The new Rolex flagship boutique, operated by Cortina Watch, has opened its doors this month in Marina Square.

It’s hard to deny that Singapore’s retail scene hasn’t been looking rosy. In February 2016, retail sales fell 3.2 per cent compared to the same month last year, reported The Straits Times. According to the retail sales index released in June 2016 by the Ministry of Trade and Industry’s department of statistics, the watches and jewellery sector also saw sales dropping by 3.3 per cent based on a month-on-month comparison.

So it might come as a surprise that Swiss luxury watchmaker Rolex, together with long-time partner Cortina Watch, has chosen to open a new 513-square foot boutique at Marina Square in this month.

But the luxury brand remains positive despite the gloomy retail climate. Step into the store and you’ll see an extensive range of wristwatches, including their renowned Oyster range on display. And, with the introduction of the Rolex exhibition in this flagship, Rolex looks set to continue capturing the hearts of customers—new and existing alike. 

The permanent exhibition—a first for Rolex in Southeast Asia—features multimedia displays, and is divided into three sections, allowing guests to better acquaint themselves with the brand.

At the entrance lies a bar and lounge chairs. With a drink in your hand, get ready to explore the first section, “The Rolex Way”. Watch Rolex’s history unfold before you as you stroll along the wall display, tracing back to the watchmaker’s beginnings in 1905. Behind the window displays, you’ll see the elements that make up a Rolex watch—from the President bracelet to the new Chronergy escapement.

Enter “World of Rolex” to see Rolex’s past and present partnerships, sponsorships and philanthropic activities through video screenings. Finally, “Rolex and the Deep” focuses on the longstanding relationship that Rolex has with the sea. The two watches on display—Rolex Deep Sea Special and Deepsea Challenge—have accompanied the bathyscaphe Trieste and Titanic director James Cameron in their descents into the ocean’s deepest known point in 1960 and 2012 respectively.

“The opening of the Rolex exhibition marks another evolution in Singapore’s luxury watch retail landscape,” says Jeremy Lim, chief operating officer of Cortina Watch. “We believe that it 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.”

We sit down with Lim to chat about the collaboration, as well as the future of the luxury watch business.

Can you tell us more about Cortina Watch’s relationship with Rolex?
Jeremy Lim
By industry standards, we’re considered a “young” retailer for Rolex. Our relationship began in Malaysia back in 2003. At the time, we were opening a multi-brand store in Kuala Lumpur and we decided to set aside a dedicated area for Rolex. So we started talking and decided to work together.

Subsequently, in 2004, we opened stores in Singapore and Thailand. Rolex is now sold at four of our stores in Singapore.

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The exhibition in the boutique includes a multimedia display, revealing the brand’s history.

How does this permanent exhibition stir interest in existing and future Rolex customers? 
Jeremy Lim We think this spot in Marina Square is a great location with ample space. While the retail scene is challenging at the moment, there are ways to overcome sluggish growth. For instance, our hope is that this exhibition will tip the balance and encourage customers to invest in a Rolex.

The exhibition area sets this boutique apart from other stores, and represents what Rolex is all about. It helps visitors understand the brand better and as a result, places the brand at the top of consumers’ minds when they’re shopping for a watch.

In your opinion, what are some of the ways that brands can continue to excite their customers?
Lim
I always believe that brands are created with a certain DNA and then evolve over time. Even as brands continue to find the “next big thing”, they need to continue capitalising on their strengths. Over the years, I’ve seen really good brands at the top of their games lose their top positions because they’ve neglected to do this.  

This may be because they’re no longer true to their creations, brand image and pricing. For example, customers are quick to notice if a brand outsources part of their production. In order to continue commanding the respect and loyalty of customers, brands need to build a strong DNA and stay true to the original philosophy of the brand, if that’s been working for them.

What do you think are some of the things customers are after?
Lim
Quality and service are very important. Today, most of the Swiss watchmakers can produce quality timepieces. But great customer service is ultimately what will set them apart and help them retain their clientele.

At the end of the day, it’s no longer just a simple transaction when a customer buys something at a store. It’s also about ensuring that they’re happy with the brand and the purchase so that they’ll come back to it or recommend it to their family and friends.

What can Rolex fans and collectors look forward to at this new store?
Lim
Rolex is one of the top brands in the world and a lot of people are keen to know more about it. So, we plan to hold small events and private tours for specific groups of watch lovers. The bar will also allow us to get to know customers better in a friendly, relaxed atmosphere.