Swiss luxury watch brand Rolex has opened a second freestanding Canadian store at Mississauga’s Square One shopping centre, in partnership with Toronto-based Raffi Jewellers. The Rolex boutique, spanning in excess of 1,700 square feet, boasts a strategic corner location in Square One’s new ‘luxury wing’ across from the mall’s impressive Holt Renfrew.
The boutique features a wide range of Rolex wristwatches, including self-winding, mechanical Oyster Perpetual models. Staying true to the brand, the new boutique’s interior is “inspired by water and the sea,” with a wall of illuminated etched Aqua glass drawing the eye with its gently undulating wave motif. Refined interior finishes include walnut wood cabinets, bronze detailing, and floors in Crema Marfil marble. Rolex’s trademarked gold-effect crown decorates the store’s entrance, walls and display cases. Toronto-based Cumulus Architects oversaw the store’s design and build-out.
The new Square One boutique also facilitates the servicing of all Rolex watches through Toronto-based Rolex Canada Ltd., providing a full range of after sales services.
Square One’s Rolex is the second freestanding location for the Swiss luxury brand, following the October opening of a 2,750 square foot location at the base of Vancouver’s Shangri-La Hotel, facing Alberni Street. According to the Vancouver franchisee, the Alberni Street/’luxury zone’ Rolex is the largest such location in North America.
Upscale Raffi Jewellers also operates boutiques in Toronto and Oakville. The multi-brand Toronto store, located at Yorkdale Shopping Centre, features an adjacent Jaeger-LeCoultre boutique — one of only two in Canada. Raffi’s Oakville boutique, located at Oakville Place, is dedicated to luxurious timepieces.