Summit: Bucherer Opens the Highest-Altitude Rolex Boutique
The Bucherer jewelry chain and its owner, Rolex, have long been among the leaders in the international watch industry. Now they have also reached a new peak—geographically speaking—and they’ve done it together. In two ways.
The new Rolex boutique operated by Bucherer isn’t just located on Mount Titlis in the Uri Alps in Central Switzerland. It’s actually a little higher up.
The Titlis Tower observation tower, which opened this year, is now the newest must-see destination for Rolex enthusiasts. However, they shouldn’t be too afraid of heights. To reach the Titlis Tower, visitors must first take two cable cars before continuing on to the sixth floor, where the approximately 200-square-meter Rolex boutique is located—currently the highest in the world.
Generous glass walls open the space onto a sweeping Alpine landscape and offer visitors a breathtaking view of the snow-capped peaks.
The materials evoke a modern Alpine atmosphere: A natural stone table in the center of the room is flanked by American walnut, smoked oak, Verde Alpi marble, and a natural-fiber rug. The seating is upholstered in green velvet, crafted from leather, or covered in beige fabric, which lends the room warm and soft accents.
The fluting that adorns the bezel of certain classic Rolex wristwatches also served as inspiration for the pattern of the wall elements that give structure to the glass facades.
