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Rolex

Haute Horlogerie redefined

The Titlis Tower, standing at over 3,000 metres, was recently unveiled as the new landmark of the Swiss Alps. Now Rolex is following suit – opening what is likely to be the world’s highest boutique right there. Luxury at record heights.

  • Text
    Verena Stuhlinger
  • Photos
    Herzog & de Meuron | Rolex | Titlis Tower

Hardly any other brand is as closely associated with the stories of explorers, mountaineers and altitude records as Rolex. As early as 1953, Rolex supported the British expedition in which Sir Edmund Hillary and Tenzing Norgay became the first people to reach the summit of Mount Everest. At the time, Hillary wore an Oyster Perpetual on his wrist, which Rolex had provided as part of its sponsorship. Following the successful ascent, the watch was returned to Rolex, where it underwent extensive testing.

Some 70 years on, Rolex is now scaling another summit. That of the Titlis in Switzerland. This time, however, not as part of an expedition on a mountaineer’s wrist – but in the form of an integrated boutique in the newly opened Titlis Tower – the latest building by the renowned architectural firm Herzog & de Meuron.

"Seen from the air, the two sections of the building, superimposed on top of one another, resemble a Swiss cross."
Pierre de Meuron, Herzog & de Meuron

The Titlis Tower is one of the most spectacular new buildings in Europe; what was once a radio tower has already become an architectural icon. Nestled between rock, ice and sky, a new chapter in Alpine architecture is unfolding here.

The structure is due to be completed by 2029 with the addition of a new mountain station. The tower already houses a viewing platform, the Joseph’s restaurant and the Alpine Lounge – as well as the world’s highest Rolex boutique.

High up on the Titlis, on the border between the cantons of Obwalden and Bern, around 40 kilometres south of Lucerne, the Geneva-based watch manufacturer has found the ideal setting. Accessible only via a spectacular cable car ride, the boutique embodies luxury in its most exclusive form. The interior incorporates typical Rolex design themes, whilst floor-to-ceiling windows offer spectacular panoramic views of the surrounding Bernese Alps.

1/5

If you’re interested, you’ll find all the information you need here about a trip to dizzying heights: 

→ titlis.ch

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