Our Rolex History
Located in the heart of the world’s watchmaking capital, the Boutique Rolex Genève perpetuates its privileged status as Geneva’s only boutique dedicated entirely to Rolex.
In the heart of the city
The Boutique Rolex Genève, until September 2021 known as Chrono-Time, is situated at 3 rue de la Fontaine, in the Rues-Basses area of the city centre. The premises, once home to a grocer’s shop, are just a few steps from the rue du Marché, where Rolex established its first head offices. The majestic setting is a tribute to the historical significance of the location.
Source of inspiration
At the end of the 1990s, the close relationship between Rolex and the Boutique led to the development of an interior design charter that would be applied to all of the brand's points of sale around the world. In addition, the boutique’s activities were refocused exclusively on the sale of Rolex watches.
In 2010, the shop’s surface area was increased to more than 150 m². This expansion allowed for the creation of exclusive sales spaces designed to enhance interaction in comfortable and serene surroundings.
New era
The Boutique Rolex Genève was entirely renovated in 2020. It is now decorated with travertine stone bordered with bronzed brass trim, and features a large glass “Aqua Wall” panel, illustrating the brand’s links with the sea and the underwater world.
Meticulous heritage restoration work was carried out in 2020 in collaboration with the State of Geneva Historic Monuments and Sites Commission to restore the façade according to the original plans drawn up in 1924 by the architects Marc and Jean Camoletti.
