New look for Rolex KL Pavilion store

Rolex has relaunched its boutique at Pavilion Kuala Lampur, with a new, elegant shop design and layout to lure the lucrative Malaysian market.

Launched by Swiss Watch Gallery, which officially operates the luxury watch brand, the 158 square-metre-space has been modernized to appear high end, and offers a more intimate setting for consumers to experience the luxury timepieces.

Key design features included bronze detailing and polished walnut wood cabinets to match the brand’s new image. The boutique also has a private salesroom for those seeking a discreet shopping experience.

According to Valiram Group’s executive director Ashvin Valiram, the boutique is a “historical landmark”.

“We are delighted that Swiss watchmaking’s crown jewel remains confident in our collaboration and we will continue to be its biggest and most passionate champion in the region,” said Valiram.

To celebrate the launch, Rolex is offering Malaysian clientele the chance to purchase one of its newest timepieces– the gold Oyster Perpetual Cosmograph Daytona, which has a patented Oysterflex bracelet.

The Swiss luxury watchmaker has also introduced new versions of its classic Oyster Perpetual Lady-Datejust 28 in steel and Rolesor (a material combining 904L steel and 18-carat white gold), and the Oyster Perpetual Sky-Dweller, as well as the Oyster Perpetual Sea-Dweller, Oyster Perpetual Pearlmaster, and Oyster Perpetual Yacht-Master 40 models.

The Kuala Lumpur flagship store, the largest boutique in Southeast Asia, first bowed at the Pavilion some ten years ago.

In 2016, the Swatch Group led watches with a 19% value share for the year, according to Euromonitor. The most populr brands in Malaysia included Swatch, Longines, Omega, Tissot, and Rado.

Looking ahead, Malaysia will continue to see the penetration of high-end watches, said Euromonitor, with demand for signature watches brands such as Hublot, Breguet, Maurice Lacroix and Rolex, to remain sustainable.