A new Rolex boutique has opened in the prestigious Diamond Walk of Sandton City, Johannesburg, following Rolex’s “exit” from the country.
The new store is being launched by Shemer Jewellers, which has been an authorised Rolex dealer since 1991.
In 2024, Rolex announced that it would no longer have an official Rolex affiliate in South Africa, even though it would not be leaving the nation altogether.
Rolex Watch Company (South Africa) (Proprietary) Ltd opened in 1948 in the centre of Johannesburg and relocated to Sandton in 1997.
With a changing local market no longer warranted the presence of a Rolex affiliate, the luxury goods maker closed its Sandton office in June 2024.
However, the company said that it will remain active in South Africa via its official retailer network and will roll out a series of projects across the country, including the boutique in Sandton.
The new store occupies 200 sqm and offers an “immersive Rolex experience,” with every detail, from the private consultation areas to the expansive display galleries, made with stylish sophistication.
“Having represented Rolex in Bedfordview for over three decades, we are proud to expand the brand’s presence in South Africa, upholding the highest standards of quality and service,” said Mr Alan Carrington, owner of Shemer Jewellers.
“The boutique showcases the timeless perfection of Rolex watches.” The new boutique is part of a worldwide network of brand ambassadors that reflect the Rolex identity.
Visitors will find a collection of authentic, new Rolex watches and discuss their choice of model in an elegant, tranquil setting.
Rolex continues to provide after-sales service in South Africa, with its partner, The Vault, taking over all maintenance and servicing activities for the country’s other Official Rolex Retailers.
The Rolex Authorised Service Centre will continue operating at the same headquarters in Johannesburg.
The world of Rolex
Shemer said that several correlations can be seen between the aesthetics of Rolex watches and the design features in the new Sandton City boutique.
The fluted bezel signature of many timepieces in the Classic collection is reflected in the fluted travertine wall treatment throughout the space, most prominently in the main entrance area.
It added that the domed Cyclops lens is reinterpreted in the design of the Cyclops lamps above the sales counter and lounge area.
To improve the overall experience, a lounge has been designed to offer a warm, intimate space, where the boutique introduces a stucco wall treatment that echoes Rolex’s signature design codes.
“In this inviting environment, customers can enjoy an unhurried moment for conversation, personal advice, and a deeper exploration of their chosen timepiece,” said Shemer.
“This new boutique is entirely dedicated to Rolex and perfectly embodies the brand’s culture of excellence.”
“It provides an exclusive opportunity to discover the spirit of Rolex and promises that those who pass through the door will leave with lasting memories of a rare and precious moment.”
The new store is located at Shop 28 in Diamond Walk, Sandton City Shopping Centre.
The Rolex Boutique in South Africa
