<Korean News> Rolex to Open "Exclusive Rolex Boutique" in Seoul’s Cheongdam-dong.

According to industry sources on the 19th, Rolex is set to open an "Exclusive Rolex Boutique" in Cheongdam-dong, Seoul.

This boutique will be operated by Damiani Group, an Italian luxury brand group that also manages Rocca, an official Rolex dealer.

Rather than operating directly managed stores, Rolex follows a model where each boutique is independently run by a dealer.

Rocca is one of the largest global Rolex dealers, and this move appears to be aimed at securing loyal customers and expanding market share in South Korea’s growing luxury watch sector.

The Exclusive Rolex Boutique will serve as a flagship store, making it significantly larger than typical small boutiques found inside department store luxury sections. These specialized stores act as landmarks in various countries, and only a few exist worldwide. This will be the first of its kind in the Korean market.

Damiani Group leased the Cheongdam-dong location in June last year and is currently working on its interior design. The boutique is located in one of the most premium spots on Seoul’s luxury shopping street. Reports indicate that Damiani Korea has signed a lease agreement until 2034, ensuring long-term operation of the flagship store. The boutique is expected to be a rare seven-story mega-store, featuring exhibition areas, dedicated retail floors, and VIP-only spaces.