At the opening of the stunning new Rolex boutique in Dubai Mall, Watch 1010 came up with a relatively simple equation: Rolex + Dubai = unrivalled exclusivity. The two brands fit hand in glove (yes — as well as being an emirate of the UAE, Dubai is a brand unto itself).

And today, to the sound of harmonious violin chords and the dapper presence of one of sport’s greatest living legends, that mutual penchant for exclusivity was raised another level as the newest Rolex Boutique was inaugurated in Dubai Mall in Fashion Avenue.

Launched as part of a long-standing partnership with Ahmed Seddiqi & Sons, it was no surprise to discover that this latest of the revered Swiss watchmaker’s boutiques exudes an opulence and attention to detail that we’ve come to expect.

And with Roger Federer — the well-chiselled face of the Swiss marque — on hand to oversee the grand inauguration of the glittering new store, it was an event of the highest calibre.

Though the world’s most successful tennis player in history won’t always be around to guide you through the store, it’s still going to be a thing of stunning architectural and retail beauty even without the constant flash and glitter of the cameras following the Swiss.

The three-tier structure becomes the world’s largest Rolex Boutique, covering 850 square metres of retail space.

An exclusive Mezzanine floor of the boutique the ‘gold and diamond heart’ of the store, which can only be accessed with a special swipe card. Within the leather trim and gold-leaf walls of the exclusive floor, Rolex’s most rarefied and desirable timepieces, including the Daytona are on display for clients to try on and discuss.

On the top floor, an immersive Rolex Experience capsule has been created to take customers through the Rolex journey via shorts and mechanical explanation diagrams on the walls. Once the doors are closed, the inside resembles the links of a Rolex timepiece.

Naturally proud of its esteemed heritage, the Rolex journey is present throughout the boutique. So much so that the lifts have set speeds at which they travel depending on whether you’re going to the Mezzanine or top floor. The elevators have projected films playing inside and the lift doesn’t arrive and open until the film has finished playing. So, unless you’re immersed in the cyberspace rabbit hole of your phone, you are experiencing the history of the brand while you’re in the store. I would suggest putting the phone away while you’re here, though — it’s not something you want to experience half-heartedly.

Commenting on the opening at the inauguration, Abdul Hamied Ahmed Seddiqi, Vice Chairman of Seddiqi Holding, said, “We are honoured to partner with Rolex on this major endeavour that represents a landmark for our retail operation which, [for] over half a century, has grown from a single shop in Souk Bur Dubai to more than 65 watch boutiques across the UAE.

“The latest Rolex Boutique will showcase Rolex watches in spectacular surroundings. This collaboration marks an enduring relationship and our continued passion for the Rolex brand,” he said.

Ahmed Seddiqi & Sons, the Middle East’s leading retailer of luxury watches and jewellery, has been the Official Rolex Retailer in Dubai for almost 60 years.

Jean-Frédéric Dufour, Chief Executive Officer of Rolex SA, said: “This outstanding boutique offers a total Rolex experience. We are delighted to bring the history of the Rolex brand and its know- how together in this way in association with our long-time partner, Ahmed Seddiqi & Sons.”