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2017 Rolex Baselworld Novelties to Unveil at “The Rolex Experience”

From 10 June to 27 August 2017, the Rolex Experience, located in the Brand Experience Centre at No. 27 the Bund in Shanghai, is proud to present the new Rolex Oyster Perpetual and Cellini collection launched at Baselworld 2017.

During the two-month exhibition period, public audiences will have the chance to take a closer look at these phenomenal watches. Visitors will be able to experience the Rolex tradition embodying innovation, excellence, elegance and reliability. This exhibition will highlight Rolex’s longstanding tradition through showcasing annual novelties, as well as engaging guests in an interactive brand experience. The Rolex Experience is an exhibition and sales space, of a unique nature, allowing visitors to better appreciate the century-long history of the brand and to immerse themselves in its universe of quality, expertise and commitment. It is also a platform to provide a humble demonstration of the brand's superiority; to explain and share Rolex philosophies, through a gradual and logical immersion into the brand.

The Rolex Experience

Introduction

The Rolex Experience

Imbued with history, the classic atmosphere of the House of Roosevelt on the Bund contrasts with the view of Pudong. An ideal environment for hosting The Rolex Experience, an invitation to discover the magic and majesty of the prestigious watchmaking company through a fascinating, interactive experience.

The Rolex Experience - The House of Roosevelt on the Bund
The Heart of Rolex

The Heart of Rolex

The Rolex Experience

Visitors need only pass through the crown to enter the realm of Rolex, a world that subtly combines past, present and future. The panels light up as visitors walk by, screens come to life at the flick of a finger, the watch discloses its innermost self and its tiniest mechanisms: here everything is designed to move, amaze and interest the visitors.

Heritage

The Heart of Rolex

Rolex Heritage
Rolex's production site

Four sites for Perfection

The Heart of Rolex

Next in the exhibition, visitors are invited on a virtual trip transporting them from Shanghai to Switzerland, home of Rolex. A four-phase journey. A visit to the brand's production sites. Throughout this journey, the satisfaction of work well done, rigour and precision accompany every touch, at every site, at every instant. At Rolex, perfection is synonymous with passion.

The Rolex Way

The Heart of Rolex

The Rolex Oyster adventure - The Rolex Experience
Rolex Oyster movements

Performance

The Heart of Rolex

The Pulse of Rolex

The Rolex Experience

Here, the pulse of Rolex beats to the rhythm of China. In a dynamic and evolving space. The place is alive and lends itself to multiple functions. It was designed to accommodate thematic temporary exhibitions, to receive partners and celebrated personalities from the worlds of culture, sport or exploration, and also to host exclusive presentations of the brand's most recent models.

The Rolex Experience space in Shanghai
The Rolex Experience space in Shanghai

The Gallery

The Rolex Experience

A mellow setting and soft lighting. A sense of calm, elegance and refinement, everything converges to create an unhurried, relaxing atmosphere. In The Gallery, visitors discover multiple facets of Rolex today – over 200 exceptional timepieces. Each of the Rolex models is presented in the context of its own particular universe, sporty or elegant, which underscores through powerful evocations the multiple facets and functions of the watch.

Visit us

The Rolex Experience

1/F, No.27 Zhongshan Dong Yi Road
Huangpu District
Shanghai 200002, China

Date: 10 June to 27 August 2017

For information or to book a visit, please contact (021) 3330 0091.

The Rolex Experience access map
The Rolex Experience Day-Date 40

Sea-Dweller

The Oyster Perpetual

Rolex is introducing the latest generation of its Oyster Perpetual Sea-Dweller, a legend among professional divers’ watches created 50 years ago in 1967. The new Sea-Dweller features a larger, 43 mm case and the new calibre 3235, at the forefront of watchmaking technology and employed for the first time in a Rolex Professional category watch. To enhance the reading of the date, it is equipped, also for the first time, with a Cyclops lens on the crystal at 3 o’clock. The dial bears the name Sea-Dweller in red, a reference to the first model.

Like all Rolex watches, the new Sea-Dweller carries the Superlative Chronometer certification redefined by Rolex in 2015 to ensure singular performance on the wrist.

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