New Rolex flagship boutique opens in Dubai.

Rolex and Ahmed Seddiqi & Sons have inaugurated a new Rolex Boutique in Dubai. Located in the Fashion Avenue, the latest extension of The Dubai Mall represents the epitome of modern retail luxury. The three-level structure boutique is the world’s largest, covers an unprecedented 850 square meters of retail space, including an area devoted to a total immersion into the world of Rolex. An opening of this magnitude attracted the legendary tennis player and Rolex ambassador Roger Federer who was present along with Rolex CEO Jean-Frederic Dufour.