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Away from the Fairways | TEE TIME
AN EXPERIENCE TO SAVOUR THE ROLEX EXPERIENCE, SPLENDIDLY LOCATED ON THE HISTORIC BUND, IS A MUST-VISIT FOR ANY WATCH AFICIONADO VISITING SHANGHAI CONTINUED OVERLEAF HKGOLFER.COM
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where all the luxury Swiss watchmakers have fought to establish a presence – Rolex has created a platform in the heart of historic Shanghai that showcases the brand’s unique legacy and philosophy to a degree that puts most others in the shade. The Rolex Experience has been designed to share the company’s history, quality and expertise in three different stages through an engaging and interactive experience.
THE HEART OF ROLEX
Rolex has created a platform that showcases the brand’s unique legacy and philosophy that puts most others in the shade
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he space covers more than 800 square metres of the House of Roosevelt, with window displays on the ground floor facing the Bund, and embodies far more than a mere retail store. In the highly competitive watch market in China – arguably the most important market in the world, one 32
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The first stage allows visitors to explore the brand’s universe through six different stations: Heritage, Four Sites for Perfection, The Oyster, Performance, Partnerships, and lastly The Rolex Institute, which represents the brand’s philanthropic or otherwise non-commercial endeavors. The stations engage viewers with high-end technology like 330-degree panoramic film, plasma screens, directional speakers, 3D animations, and an infrared system for navigating menus. This interactive tour highlights the innovations, milestones, and partnerships that have cemented Rolex’s place as a leader in consumer luxury.
THE PULSE OF ROLEX With the history under their belts, the second stage is a dynamic and evolving space that HKGOLFER.COM
showcases temporary themed exhibits. Here, Rolex has hosted celebrities from culture and entertainment [including many of the tennis stars that play in the annual Shanghai Rolex Masters – see sidebar], Rolex’s clients and partners, and provides exclusive presentations of the brand’s most recent models, including the latest Rolex models from Baselworld 2013 that are currently on display.
THE GALLERY This final stage of The Rolex Experience is designed to create a lasting impression on visitors. The Gallery is an intimate salon The Rolex Experience has drenched in sof t been designed to share the light where guests company’s history, quality and c a n m a r v e l a t 20 0 e xceptional expertise in three different timepie ces . T he stages through an engaging lighting displays the watches, which are and interactive experience. grouped according to their sp ecific functions and universes, to the best effects, setting off the diamonds, precious stones, and sleek finishes that characterize them.
THE 2013 SHANGHAI ROLEX MASTERS Our trip coincided with the Shanghai Rolex Masters, Asia’s premier professional tennis and one of the most respected events outside of the four Grand Slams. Played at the Qi Zhong Tennis Centre, the tournament is one
of only nine ATP Masters 1000 tournaments in the world and is the culmination of the Asian swing. Such is its popularity among the finest players in the game that the Shanghai Rolex Masters was named ATP Masters 1000 Tournament of the Year for the past four years running. This year’s event proved to be another classic. Although Rolex Testimonee Roger Federer, who helped out at the tournament draw ceremony which took place at The Rolex Experience with Australian legend Rod Laver and Jo-Wilfried Tsonga, didn’t progress as far as he would have liked, the final had the spectators in raptures. Novak Djokovic battled another Rolex Testimonee, Juan Martin del Potro, for over two and a half hours to claim his second Shanghai Rolex Masters in succession. In what proved to be a nail-biting affair, Djokovic (pictured) edged del Potro in a final set tiebreak to wrap another great week in China’s most exciting city.
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