As a brand which strongly associates with mountain climbing and exploring, the location of Rolex’s latest boutique is perhaps its most fitting.

Located at an altitude of over 9,900 feet, on Mount Titlis in the Swiss Alps, the boutique is operated within a redesigned 1980s telecommunication tower.

Designed by the world-renowned firm Herzog & de Meuron, the Titlis tower houses the Horizon Deck (a panoramic 360-degree viewing platform),  Joseph’s Restaurant, and a Rolex watch boutique operated by multi-brand retailer Bucherer (Rolex owns Bucherer).

The high altitude destination accessible only by taking a cable car up the mountain. The site is a 40-minute drive from Lucerne or about 1.5 hours from Zurich.

Photo by Rolex.