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A boutique devoted entirely to Rolex shines in the heart of Paris’s Triangle d’Or, in the eighth arrondissement, just steps away from the Champs-Elysées. Since the beginning of 2017, it has offered a broad selection of watches from Rolex’s Oyster and Cellini collections.

This superb location incorporates the recent innovations of Rolex boutiques all over the world, while preserving the specific architectural legacy of the 19th century in a legendary neighborhood that has become the very symbol of Parisian elegance and luxury.

It is a space with a unique character, a subtle marriage of materials and lights, infused with both modernity and warmth. An architecture punctuated by bay windows, theatrical presentations, and clear views all harmonize with the use of elegant materials such as brushed, bronzed brass framing the built-in showcases, delicately grained walnut wood, the striated stone of the walls and the cream-colored leather that graces the furniture and inner partitions.

luxury Rolex Rolex has a showcase in the heart of Paris. Photo: Modern Luxury The effect creates an atmosphere of restrained warmth, in which technology is incorporated discreetly in order to highlight elegance and a convivial ambience.

Whether it comes to welcoming customers, advising them, or seeing that their watches are in perfect working order, everything contributes to transforming each visit into an exceptional, Rolex-quality experience.

Rolex Etoile II The Rolex showcase in Paris. Photo: Modern Luxury

The celebrated haute horology brand Audemars Piguet has also chosen Arije’s plum location in the Triangle d’Or, at 46 rue Pierre Charron, to pursue its strategy of expansion. Upon entering this new boutique, visitors are ensconced in the brand’s original, artistic universe, where they can find Audemars Piguet’s entire collection, as well as models that are exclusive to the store.

Since its establishment in 1875, the Brassus company has made a priority of maintaining a close relationship with its international clientele. This elite group of people is passionate about the traditional horological expertise upon which Audemars Piguet has built its superb reputation. It is in this spirit of tradition that Audemars Piguet and Arije, partners for many years, will guide the direction of this new showcase.

luxury TourbillonPiaget Altiplano Off-Center Tourbillon High Jewelry Piaget Altiplano Off-Center Tourbillon High Jewelry Photo: Modern Luxury