Rolex and retail specialist Hall of Time just opened a new sales point totally dedicated to the brand with the iconic crown. The new Rolex Boutique ‘by Hall of Time’ has been designed and built by Rolex and is situated on Waterloolaan 55, one of the absolute top locations in Brussels. Visitors are taken on a voyage to the core of what Rolex stands for.
From the outside, the cream colored front of the house presents a natural frame for the big shop window. This is lit in warm light, and sports the new exclusive décor which will be the hallmark for all its future sales points worldwide, presenting a theme which will be changed every year.
The entry of the boutique is a large reception area dominated by an enormous glass chandelier. This impressive artifact consists of numerous tubes blown by an Italian glass artist, hung in three concentric rings above the reception, forming a unique light pattern. From there on a long hallway flanked by wall displays where the different watches are displayed, leads you to the sales area and then to a more intimate area, arranged as a VIP salon with a high presentation table and a library.
The designers of the brand have anchored the ‘by Hall of Time’ boutique firmly into the Brussels cityscape by displaying decorative images of iconic places of the town. These panels are crafted in Venice and Switzerland, adopting a century-old stucco technique, using marble powder, and are also covered with fine leather. Using a special edge lighting the texture and relief of these stylized city views is further enhanced.
Special care is taken to create a warm, inviting and comfortable interior using the same noble materials as used in the Rolex boutiques the world over: stone walls with striped patterns, brushed and copper covered messing for the locks and frames, American walnut for the wooden paneling, Spanish marble (crema farfil) for the floors. Finally, several screens and visuals offer a window to the world of Rolex and its activities.
Several window displays and tables are scattered over the shop and put the Rolex models on show. The longitudinal layout and the hushed atmosphere give the Rolex boutique “by Hall of Time” a unique character, at the same time completely fitting into the Rolex identity.
About Hall of Time
As a result of their passion for the craft of watch making, Françoise Lanoizelet and Emmanuel Hankard opened in 2009 their boutique Hall of Time in Wiltchers’ place in Brussels. Right from the start a comprehensive assortment of prestigious brands was offered, and soon the shop made a good name for itself and became the attraction point for amateurs of fine watches.
The cooperation with Rolex started in 2014, and was further intensified in 2017 with the opening of a second sales point on the Waterloolaan 55, totally dedicated to the prestigious Swiss watchmaker.
This new boutique bears witness to the professionalism and the perseverance of its founders, and shows their strong commitment.
As a leading brand of the Swiss watch industry, with its head office in Geneva, Rolex enjoys the world over an unequalled reputation in terms of quality and expertise. The series Oyster and Cellini, both certified as “Superlative Chronometers” because of their precision, performances and reliability, are a symbol of excellence, elegance and prestige.
When the company was founded in 1905 by Hans Wildorf, it pioneered the development of the wristwatch, and has been innovating ever since. Important milestones were the launch of the Oyster, the first waterproof wristwatch in 1926. Then came the invention of the first automatic winding mechanism, in 1931, dubbed the Perpetual Rotor. In the course of its history, Rolex has registered not less than 400 patents. As a truly integrated and independent production company, Rolex designs, develops and produces all the essential components of its watches in house, from casting the gold alloys to the machining, perfecting, assembling of internal mechanisms, watch cases, bezels and watch bands. Rolex offers active support to the arts, sports, discoveries, promotes entrepreneurial spirit and the environment, through a wide array of sponsoring activities and philanthropical programmes.