Dubai – MENA Herald: In partnership with the Middle East’s largest Swiss watch retailer, Ahmed Seddiqi & Sons, the prestigious watchmaking brand Rolex today announced its new design concept at its relocated flagship boutique at Mall of the Emirates. On 6 September esteemed guests and members of the press joined Mr. Abdulhamied Ahmed Seddiqi, Vice Chairman Ahmed Seddiqi & Sons and Mr. Yann Du Pasquier, Rolex Director Middle East, at a morning event to rediscover the new boutique.

Special guests came together to celebrate and to mark the occasion. “We are delighted to reopen our doors at Mall of the Emirates, unveiling the latest Rolex design concept to our clients in Dubai, together with our long-standing partners. The boutique perfectly represents the Rolex universe, inviting the customer to experience the brand’s legacy,” said Mr. Abdulhamied Ahmed Seddiqi, Vice Chairman Ahmed Seddiqi & Sons. “The UAE continues to prove to be a key market in the Middle East and therefore we see the redevelopment and relocation of another important boutique as a step towards reaffirming the brand’s positioning.”

Situated on the second floor of the mall, the 173-square-metre boutique showcases a striking, contemporary design enhanced by clean lines and bespoke materials, including rich walnut wood, bronzed brass, limestone and beige leather. The iconic gold-effect Rolex crown adorns the new boutique, blending armoniously to create a refined atmosphere in keeping with the century-old brand.

As an Official Rolex Retailer, Ahmed Seddiqi & Sons is committed to supporting the brand’s unparalleled values of precision, reliability and performance at its Dubai boutiques in Mall of the Emirates, The Dubai Mall, City Centre Deira, City Centre Mirdif, Dubai Festival City, BurJuman and Burj Al Arab – and via its network of stores throughout the Emirate. High quality servicing, for which the retailer and the brand are well known, is carried out by Rolex-trained watchmakers at the retailer’s own state-of-the-art workshop facility, located in Dubai’s impressive Capricorn Tower.

“We are proud to have represented Rolex in Dubai for over 50 years, partnering the leading Swiss watch brand as it goes from strength to strength in the region. The reopening of the flagship Rolex boutique at Mall of the Emirates is a demonstration of our long-standing relationship and passion for the Rolex brand,” said Mr. Abdulhamied Ahmed Seddiqi, Vice Chairman Ahmed Seddiqi & Sons.