The new Rolex boutique in Galleria Vittorio Emanuele II was inaugurated thanks to the collaboration between the prestigious Genevan brand and the only chain of luxury jewelery and watch shops in Italy, Rocca.

After several years of work, Rolex and Rocca have opened the new boutique in the famous Galleria Vittorio Emanuele II in Milan. This position, undoubtedly among the most prestigious in the world, testifies to Rolex's sensitivity towards architecture and its desire to integrate harmoniously into the distinctive spaces of the Gallery, respecting its unique stylistic codes.

The interior design of the boutique was curated by ACPV architects Antonio Citterio and Patricia Viel, based on an extensive restoration operation inspired by the original design of the Gallery, built in neo-Renaissance style. The Galleria Vittorio Emanuele II, inaugurated in 1867 and restored in 1906, has represented an important meeting place with a wide range of activities, from shopping to dining, over the years.

The restoration preserved the shop facade, its structural integrity and the original volumes, restoring their distinctive historical character. The project drew inspiration from the original details of the Gallery, bringing the Milanese atmosphere back to life in a contemporary key.

The design of the boutique invites people to experience the space, creating a visual connection that crosses the exhibition areas and reaches the "moving room". This area, designed with generous proportions and refined details, serves as a unique exhibition space and allows for vertical circulation of customers between the boutique's floors.

Interior view of Rocca Boutique Rolex Milan, Prestige Boutique (DSOS 4400100075)

The boutique is spread over three levels: the ground floor welcomes customers, the mezzanine floor is dedicated to sales and the upper floor is an exclusive space. The ground floor presents itself as an extension of the Gallery, taking up motifs, geometries and the typical Venetian terrace flooring. The reception area features travertine walls illuminated by a blown glass chandelier with diamond motifs, a tribute to the tradition of Milanese design.

A double-height briar bookcase visually connects the ground floor with the mezzanine. The sales area on the mezzanine floor evokes the atmosphere of a Milanese living room, displaying the Rolex collections. The design of the upper floor preserves the historical identity of the Gallery, with a restored ceiling showing traces of different eras and the original Venetian terrazzo flooring restored to its original appearance through restoration.

As usual in Rolex boutiques in Italy, the new Milan store also highlights local craftsmanship and historical workmanship, rooted in the city's design tradition. The staircase that connects all floors, characterized by terrazzo flooring, and the walnut boiserie, a refined cabinet-making process, are examples of this commitment.

Giorgio Grassi Damiani, vice president of the Damiani Group of which Rocca is part, proudly comments: “We are proud to be a partner of this brand of Swiss watchmaking excellence and to inaugurate together the new Rolex boutique in the Galleria Vittorio Emanuele II, defined as the Living Room from Milan. The relationship between Rocca and Rolex is long-standing and grows stronger year after year. On this occasion, we celebrate not only a new and prestigious opening, but above all the strong bond between two realities united by a vocation for excellence".