The new Rolex Tower on Ginza’s Chuo-Dori Avenue in Tokyo is aesthetically inspired by its timepieces.

Designed by Gwenael Nicolas, the founder of Tokyo-based design studio Curiosity — the Japanese Rolex flagship’s facade reflects the company’s famous fluted bezels. The interiors mirror the signature colors and aesthetics of the world’s most recognizable Swiss watch brand.

Once you enter the four-story flagship store, with a unique structure and layout designed by Japanese architect Nikken Sekkei — the timepiece inspiration continues with glass, metal, wood, lacquer, and stone in rich hues of gold and green everywhere you look.

The main floor features a “Movement” gallery that introduces customers to its catalog of in-house-made watch movements (calibers). The ground level floor is dedicated to providing service and showing customers this via a visible area with trained Rolex skilled technicians at work.

The upper floors are designed for sales and hospitability and include a large bar on the second floor that looks out to the street below, plus private and VIP sales areas. The floors five and up are presumably for service and administration.

 

Photos by Satoshi Shigeta for Rolex.