Rolex just took your watch shopping experience to new heights.
The Swiss manufacture has opened a new boutique that’s perched nearly 100,000 feet above sea level in the Swiss Alps, making it the world’s highest watch store. That means you can shop for your new Submariner, Land-Dweller, or Datejust surrounded by jaw-dropping panoramic views of the mountains beyond.
Run by Bucherer (the world’s biggest watch retailer, which Rolex bought back in 2023), the new store is located on the sixth floor of the Titlis Tower, a former telecommunications building that has been transformed into a tourist hot spot due to its prime perch on Mount Titlis. Architect firm Herzog & de Meuron were tasked with revamped the tower itself, but inside the boutique, Rolex architects helped the Bucherer team imbue the space with the Crown’s signature style.
Inside the new Rolex boutique.
Bucherer
