The new Rolex store was unveiled inside K11 Musea, Hong Kong in June 2025.

Inspired by “A Muse by the Sea”, a concept beautifully encapsulated by the name Musea itself, the store space was also designed to be a profound source of creativity and wonder with an aquatic environment.

The space dedicated to the timepieces is enveloped by the circular wall, which creates a mysterious and alluring sight, drawing the gaze of visitors even from the upper floors and the escalators. Visitors are invited to walk through the space, as if swimming through the depths of the sea to encounter its hidden gems.

Upon exiting the escalator and approaching the store surface, visitors are immediately immersed in the identity of Rolex.

This immersive spectacle is created by a kinetic effect, with meticulously crafted glasswork walls that amaze visitors with their strong impression of the iconic bezel pattern and dynamic movement.

The store comprises three circular sales areas and a private salon. All areas fully express the immersive Rolex world. They feature an iconic deep green stone floor and bronze louvers and bezels that are visible from inside through the crafted glass wall.

The ceiling light, suspended above the sales areas, served as more than just a source of illumination. It was a carefully orchestrated element of the store design and an architectural feature that created a sense of mystery from above.

The massive height of the atrium provides a stunning view from the upper entrance while creating luxurious comfort for the atrium lounge on the ground floor.