Juwelier Gadebusch on Rolex, Retail Experience and the Role of Independent Jewellers
INSIGHT-TALK with Antonija Marić – Managing Director of Juwelier Gadebusch, Cologne
With the new Rolex boutique at the Kölner Dom Hotel, Gadebusch Jewelers is opening a new chapter. In an interview with Insight Luxury, Gadebusch Managing Director Antonija Marić discusses the significance of the location, the close partnership with Rolex, and the future prospects of the Cologne-based family business.
With its location in the Dom-Carré, the Cologne-based family-owned company Gadebusch is expanding its presence in one of the city’s most prominent locations and is playing a part in the reopening of one of Europe’s most historic grand hotels. The new Rolex boutique will span approximately 220 square meters and follow the brand’s international boutique concept. For Gadebusch, however, the opening means far more than just an additional location. juwelier-gadebusch.de
Insight Luxury: According to media reports, the opening of the Dom Hotel has been delayed. Will this affect the schedule for your Rolex boutique?
Antonija Marić: The opening of the Dom Hotel will not affect the timeline for our Rolex Boutique. Both projects are part of the Dom-Carré development, but they are being planned and implemented independently of one another.
The retail spaces are completely separate from the hotel operations. This is also evident from the fact that, for example, Rimowa has been operating successfully there for nearly a year.
We are therefore continuing to work toward the opening of our boutique and are coordinating the next steps closely with our project partners.
IL: You’ve been carrying Rolex at your main store for many years now. What opportunities does an independent Rolex boutique offer you that you didn’t have before?
AM: At the flagship store, Rolex is part of a diverse portfolio of brands. In our own boutique, we can focus entirely on the brand and tell its story even more comprehensively.
“This creates a very special brand experience.”
In addition, our location near the cathedral allows us to reach people who may not yet be familiar with Gadebusch. The boutique is specifically designed not only for our regular customers, but also for new customers from Cologne, the surrounding region, and visitors to the city.
For us, therefore, the boutique is not simply another retail location. It expands our presence in Cologne and gives us the opportunity to further develop our long-standing partnership with Rolex at a special location.
IL: The opening of your boutique comes at a time when Rolex is reorganizing its distribution network following the acquisition of Bucherer. What message do you see your new boutique sending to owner-operated jewelers?
AM: For us personally, the new boutique is a very strong sign of trust. Our partnership with Rolex has grown over many years. We are deeply rooted in Cologne, know the regional market well, and maintain long-term relationships with our customers.
Generally speaking, there has always been a balanced mix of local, owner-operated jewelry stores and chain stores. From our perspective, nothing significant has changed in this regard. Both types of retail operations have their place and complement each other well.
“The fact that we are opening a boutique together with Rolex at such a prominent location underscores the importance of long-term partnerships for us and shows that owner-operated jewelers will continue to play an important role in the future.”
It’s not just about size. What matters most is how reliably a partnership is maintained and how well a company understands its customers. That is precisely where the particular strength of owner-managed businesses lies.
IL: In your opinion, what makes the shopping experience at an owner-operated business unique?
AM: We don’t think in terms of individual sales transactions. Many of our relationships with our customers last for years. We know each other, talk to one another, and often run into each other even outside the context of a specific purchase.
To me, owner-operated retail means, above all, taking personal responsibility. Decisions aren’t made somewhere in a distant headquarters.
“We see firsthand how our customers react to changes and what they expect from us.”
Of course, people in the luxury segment today expect a special atmosphere and excellent service. Ultimately, however, personal interaction remains the key factor. A watch or a piece of jewelry is often associated with a significant moment. That requires time and a genuine interest in the other person.
IL: Demand for many Rolex models has exceeded supply for years. How do you handle consultations with customers whose desired model is currently unavailable?
AM: Every consultation is important to us. We take our clients’ wishes very seriously, document them, and maintain personal communication with them.
At the same time, it is important to us to convey what goes into a Rolex. Each watch is developed and manufactured in Switzerland with an exceptional level of in-house production and undergoes extensive testing during production and prior to shipment in accordance with Rolex’s high quality standards. This uncompromising commitment to precision, reliability, and quality shapes every single step of the manufacturing process.
“Precisely because every Rolex watch is crafted with the utmost care and thoroughly tested, global demand exceeds the available supply.”
Increasing production volume would only be possible by compromising on our high quality standards. Rolex will not make that compromise. That is why patience is sometimes required. In the past, we have been able to fulfill many customer requests, even if this was not always possible right away.
It’s also important to us that it’s not just our long-time regular customers who can turn to us. New customers are always welcome, too.
“For us, a good relationship begins with an open and personal consultation.”
IL: How important has the Certified Pre-Owned program become for your business, and what added value does it offer compared to purchasing through online marketplaces?
AM: The market for high-quality pre-owned watches has become significantly more important in recent years. As a result, the need for assurance is also growing. It is difficult—especially for people who don’t deal with watches on a daily basis—to determine whether all the parts are original and whether a watch has been professionally restored.
The Rolex Certified Pre-Owned program gives our customers exactly that peace of mind. Every watch is carefully inspected, certified by Rolex as authentic, and comes with a two-year warranty.
It is important to us that our customers know exactly what has happened to their watch and that it is in a condition that meets Rolex’s high quality standards. We are convinced that every Rolex—whether new or pre-owned—should live up to this standard.
Our Rolex-certified workshop on Breite Straße is a key part of what we offer. There, our watchmakers can perform overhauls and service work right on the spot, and you’ll have a personal point of contact.
IL: Rolex has been considered the benchmark of the luxury watch industry for decades. In your opinion, what factors make the brand so exceptionally successful?
AM: What never ceases to impress me personally is the consistency with which Rolex pursues quality. The depth of in-house manufacturing is extraordinary, and the models evolve gradually without losing their identity. A Rolex is recognizable as such at first glance.
Added to this is the trust the brand has built up over many decades. This trust cannot be established overnight. It develops when a company consistently meets its standards over the long term.
IL: Which brands are you keeping a particularly close eye on right now? Who are the rising stars in the luxury watch world?
AM: I’m keeping a very close eye on the entire market. I find it particularly interesting that many customers today are paying closer attention to a brand’s origins and the craftsmanship behind it. As a result, even smaller, independent manufacturers are receiving more attention.
“Collectors are increasingly interested in distinct design styles and in watches that showcase the work of the people behind the product.”
As a retailer, I have to keep a close eye on these developments. At the same time, one shouldn’t immediately interpret every short-term surge in interest as a lasting trend. In the luxury watch market, it often takes a few years to see which brands will remain relevant in the long run.
For us, therefore, the focus isn’t on short-lived hype, but rather on whether a brand operates credibly and can build a lasting relationship with its customers.
