Rolex and Rocca have announced the opening of a new boutique in Galleria Vittorio Emanuele II, Milan. Positioned in the heart of the city, between two of the city's major points of interest (Piazza del Duomo and the Teatro alla Scala), the new boutique underlines the strong bond between the Geneva-based house and Rocca.
"We are proud to be a partner of this brand of Swiss watchmaking excellence and to inaugurate together the new Rolex boutique in what is known as the Salon of Milan: the Galleria Vittorio Emanuele II, one of the most important locations in the city of Milan. The relationship between Rocca and Rolex is long-standing and gets stronger year after year. On this occasion, we are celebrating not only a prestigious new opening, but above all the strong bond between two realities that share a vocation for excellence," commented Giorgio Grassi Damiani, vice president of the Damiani Group, of which Rocca is part.
The interior design by ACPV ARCHITECTS Antonio Citterio Patricia Viel for this new Rolex boutique offers an immersive experience. The project was inspired by the original details of the gallery, reviving its atmosphere in a contemporary way. The spaces have been designed to guide customers through a shopping experience to suit every need. Following an in-depth study of the history of the location, the colours and selection of materials achieved a synthesis between the historical value of the space and the identity of Rolex.
The shop is on three levels: the ground floor is dedicated to customer reception, the mezzanine floor is dedicated to sales, and then there is a more exclusive upper floor. The ground floor is conceived as an extension of the Gallery, reproducing its motifs, geometries and Venetian terrazzo flooring. The shop interior enhances and emphasises Italian craftsmanship and historical workmanship, rooted in the local design tradition.
Today, Rocca has over 25 boutiques located in the shopping streets of Italy's most important cities, as well as in Lugano, Tirana and the airports of Fiumicino, Malpensa and Linate. Rolex is present in no less than 13 Rocca shops, including single-brand boutiques such as the recently inaugurated one in Galleria Vittorio Emanuele II in Milan and the one in Porto Cervo, Sardinia.
