In the heart of Kuala Lumpur, a refreshed and redesigned Rolex boutique is drawing all eyes. The luxury retail space glitters with the decor exuding a sense of warmth and timeless sophistication.
This is the product of a partnership between retailer Cortina Watch and the world’s foremost watchmaker. Theirs is a relationship that has spanned nearly two decades, ever since it opened in The Starhill (formerly known as Starhill Gallery).
The recent refurbishment aims to bring another level of experience to customers.
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According to Tay Liam Khoon, managing director of Cortina Watch, it is a notch beyond the ordinary.
He points to how the new interior radiates the Rolex values. Discerning shoppers can also expect deeper engagements with retail associates to learn more about the brand – or find their perfect timepiece of choice at the new watch bar.
That said, the overall ambiance is described as “home-like”. Elegant no doubt, but still cosy enough to promote a sense of harmony, discretion and intimacy.
“Selling to high-end clientele in a more comfortable and less formal environment is not new, but it’s definitely a recent trend we expect to see more of as the retail landscape adapts to suit new consumer tastes and preferences,” Tay notes.
One big feature is the emerald aqua wall with a wave motif referencing the iconic Rolex Oyster, the world’s first waterproof wristwatch.
This intense green is also referred around the boutique, creating accents that harmonise a welcoming colour palette.
The walls for example, mix textures from walnut brown wood to beige-coloured stone and hand-crafted stucco panels in a pattern that recalls the fluted bezel of the Oyster watch.
Cortina Watch also opened a Rolex boutique in Gurney Plaza, Penang, in 2007, and a Rolex shop-in-shop at the Imago shopping mall, Kota Kinabalu, Sabah, in 2008.
“Rolex sets a benchmark for quality and prestige, and its timepieces are at the forefront of watchmaking technology. We look forward to continuing this long enduring relationship as it is important for Cortina Watch to bring the finest timepieces to our horological community in Malaysia.”
Steeped in history
The link with the past is a huge factor for the new boutique’s design. Not surprising, as Rolex is known for its heritage.
Take the watch that is loved the world over, for example.
“Rolex’s story began when Hans Wilsdorf created the first waterproof wristwatch – the Oyster,” Tay points out.
“It is a precise and reliable tool, spotted on wrists of pioneers, artists, athletes and visionaries, and have stood the test of extreme conditions – to the very highest summits and the deepest part of the oceans, proving its technical performance to the world.”
More so, the Oyster has remained a favourite among contemporary watch enthusiasts.
“Although improvements were made to its design and performance over the decade, it stayed true to its aesthetic codes. I think these are the reasons why it has been established as an icon and remains identifiable till this day,” Tay further explains.
The Oyster aside, Rolex has registered over 500 patents in the course of its history.
At its four sites in Switzerland, the brand designs, develops and processes the majority of its watch components, from the casting of the gold alloys to the machining, crafting, assembly and finishing of 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.
Although he was not working with Cortina Watch when the boutique first opened back in 2002, Tay can still recall the momentous occasion.
“I do remember it being truly exquisite. Be it the launch of an exciting brand in the market, or the impressive street-level facade that shine along the streets of Bukit Bintang, the boutique received a lot of attention and it was a destination to visit for everyone.”
Cortina Watch has come a long way, as well.
“In Malaysia, we started with one shop, and have since grown to nine boutiques with a total of 27 boutiques throughout South-East Asia. Over the years, much has evolved but our spirit and values remain,” he points out.
“We are committed to continue our quest for excellence and provide impeccable service to all in this newly renovated boutique.”
Since its founding in 1972, Cortina Watch has established itself as a leading retailer and distributor of luxury timepieces across the Asia Pacific region, carrying over 35 internationally renowned brands and managing near 30 boutiques across Asia – Singapore, Malaysia, Thailand, Indonesia, Hong Kong and Taiwan.
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One thing is for sure, this updated Rolex boutique will strengthen the horological scene in Malaysia. It will serve to elevate the luxury retail experience and set the scene for greater things to come.
“We are also in the midst of refreshing our Rolex boutique in Gurney Plaza, Penang to deliver the same experience,” Tay reveals.
“The horological scene in Malaysia is growing at a rapid speed, hence it is imperative to stay ahead and not lose sight of our quest for excellence.”
On the matter of how the two companies can make an impact, he believes in the bond shared that has strengthened over time.
“In my opinion, the newly designed boutique and the experience it brings is a testament that Rolex and Cortina Watch remain at the forefront of luxury watch retail,” Tay concludes.
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