Time for luxury as Rolex boutique opens

A STANDALONE Rolex store – the first outside London – has opened in the centre of Leeds.

Close to £1m has been spent by North West jeweller Prestons on transforming a former mobile phone shop into a three-storey luxury outlet.

The boutique is located close to Trinity Leeds, the major shopping centre being developed by Land Securities.

The store, which officially opened its doors to customers on Saturday following a number of private tours, features displays of timepieces by the Swiss watchmaker on its ground floor, a champagne bar on the middle level and, on a further mezzanine level, a workshop that will feature a full-time Rolex watch maker.

Anna Leaver, spokeswoman for Prestons, said both the Bolton-based jeweller and Rolex had wanted to establish the shop in Leeds because of the city’s strength as a commercial centre.

Prestons, which owns and operates the Leeds shop, already has a Rolex showroom at its Bolton base and Jonathan Flower, UK regional manager for Rolex, said the tie-up to launch the Leeds store made sense because of Preston’s “fantastic reputation”.

Mr Flower, who said the Leeds store opening was not part of a national roll-out by Rolex, said despite the recession consumers were still investing in luxury items.

“I think in tough times people navigate to brands they trust and Rolex is one of the most celebrated brands in the world,” he said.

“It’s all about escapism and enjoying the acquisition of luxury products and doing that in a luxury environment such as this.”

Rolex has two standalone stores in London, in Knightsbridge and Bond Street.