Shemer Jewelers inaugurates a new Rolex boutique in Johannesburg. The Rolex Boutique is located in the prestigious Diamond Walk of Sandton City, Johannesburg's most exclusive luxury retail destination. Surrounded by some of the world's leading brands and just a stone's throw away from the iconic Nelson Mandela Square, it offers a setting defined by refinement, discretion and international elegance.
This inauguration strengthens Rolex's commitment to the South African market and marks a step forward in enhancing the in-store customer experience. Each new and remodeled boutique exemplifies devotion to service excellence and long-term customer relationships.
Occupying 200 square meters, the boutique has been thoughtfully designed to create an immersive Rolex experience, blending contemporary architecture, warm materials and hallmark brand elements that echo the world of watchmaking. Every detail, from the private consultation areas to the expansive display galleries, has been curated to ensure comfort expressed in 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 Jewelers. “The boutique showcases the timeless perfection of Rolex watches.”
This new boutique is part of a worldwide network of refined boutiques and brand ambassadors that truly reflect the Rolex identity. To step inside is to experience an immersion in the Rolex universe and its manifold treasures.
Designed and laid out in close collaboration with Rolex architects, this boutique is stamped with the brand's values of excellence. Visitors will find a welcoming place to freely discover the collection of authentic, new Rolex watches and discuss their choice of model in an elegant, tranquil setting.
Reflecting The World of Rolex
Contemporary in style, the new store is distinctive in its harmonious interior architecture. The structural and decorative features perfectly complement one another, creating a comfortable space and an atmosphere infused with the brand’s
codes. Perfectly executed interior fittings, furnishings and decoration also accentuate the perpetual demands of Rolex to offer the highest level of quality in all aspects of its endeavours.
A number of 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 echoed in the fluted travertine wall treatment throughout the space, most prominently within the main entrance area, where it forms an architectural rhythm that mirrors the tactile beauty of the watches.
The domed Cyclops lens is reinterpreted in the design of the Cyclops lamps suspended above the sales counter and lounge area. These custom-designed luminaires, created especially for Rolex, provide softly diffused light that enhances
the presentation of each timepiece.
A Verde Alpi marble wall, whose subtly illuminated veining evokes the marine world so dear to Rolex, serves as an expressive focal point within the reception area.
To enhance the experience, the adjoining lounge has been carefully designed to offer a warm and intimate space. Here, the boutique introduces a new stucco wall treatment, adding depth and texture while echoing Rolex's signature design codes. In this environment, whether seated at the elegant bar area or within the custom bench alcove upholstered in rich velvet fabric, customers can enjoy an unhurried moment for conversation, personal advice, and a deeper exploration of their chosen timepiece.
This new boutique is entirely dedicated to Rolex and perfectly embodies the culture of excellence that defines the brand. 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 Rolex Boutique is located at Shop 28 in the Sandton City Shopping Center Diamond Walk.
About Shemer Jewellers
Founded in 1966 and an Authorised Rolex Dealer since 1991, Shemer Jewellers is one of South Africa’s leading luxury watch and fine jewellery destinations. Renowned for excellence, personalised service, and craftsmanship, Shemer offers a curated portfolio of the world’s most prestigious brands. Guided by a philosophy of integrity and innovation, Shemer Jewellers continues to create exceptional retail experiences while celebrating milestone moments, generational heirlooms, and master collections.
For more information, please contact marketing@shemer.co.za.
About Rolex
An Unrivalled Reputation For Quality And Expertise
Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognised the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Perpetual watches are certified by COSC, then tested inhouse for their precision, performance and reliability. The Superlative Chronometer certification, symbolised by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organisation.
The word ‘Perpetual’ is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931.
In the course of its history, Rolex has registered over 600 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components. A fifth site, also in Switzerland, is under construction and is expected to open in 2029. Rolex carries out its own manufacturing operations, from casting the gold alloys to machining, crafting, assembling and finishing the movement, case, dial and bracelet. Furthermore, the brand is actively involved in supporting the arts and culture, sport and exploration, as well as those who are devising solutions to preserve the planet.
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