News The First Rolex Direct-Sale Store in China

The luxury watch industry is undergoing significant shifts, with the United States leading the market in terms of revenue, closely followed by China, which has experienced remarkable growth. Recently, a major change occurred when LVMH became the official partner of Formula 1, following Rolex’s decision to step down from the contract. While this seemed like the only big news for Rolex this year, it was soon overshadowed by the opening of its first store in China, marking a departure from its previous strategy of relying solely on authorized dealers to manage its operations in the country.

This strategic shift is expected to impact the market, especially as Chinese consumers become increasingly value-conscious in their purchasing decisions. The store will be located in the Shanghai Taikoo Hui mall, under the Bucherer Group banner—a global network of watch retail stores that Rolex acquired last year.

Since Rolex has boldly entered the second-hand market, one of the store's standout features will be a second-floor section dedicated to officially authorized pre-owned Rolex watches. So, the store will not only sell new and pre-owned Rolexes but also engage in the recycling of Rolex watches.