09/28/2026
ROLEX BOUTIQUE | SWITZERLAND
The new Rolex boutique on Mount Titlis is located inside an historic antenna tower dating from the 1980s. The glass and steel structure has been completely reimagined by Herzog & de Meuron, integrating two new horizontal volumes and four vertical connecting towers. The boutique is designed by Lissoni & Partners furnished with B&B Italia and Maxalto.
The journey to the tower via cable car, gondola lift and pedestrian tunnel becomes an experience that serves as a prelude for visitors in their discovery of a store in one of the world’s most extraordinary settings.
The Alpine landscape, the majesty of the surrounding peaks and the intensity of the light that changes constantly in relation to the weather and the season, become the starting point for the interior design, guiding the choice of materials. Wood extends across the floor and ceiling creating a warm and welcoming interior. The diamond shaped geometry of the ceiling reflects the structural design of the Herzog & de Meuron tower, establishing a dialogue between the architectural envelope and the interior. Local granite with smooth and split-face finishes shapes a central sculptural table and the display totems, evoking the ruggedness and the stratification of Alpine rock, while the Verde Alpi marble on the walls links the visual identity of the Rolex brand and its signature color with a material native to the Alps. Wooden slatted blinds regulate the natural light, creating a new interior landscape when closed.
Photo Courtesy Bucherer
