HOUSE of GASSAN opens its renewed Rolex Boutique

GASSAN recently opened the renovated Rolex Boutique at its historic headquarters in Amsterdam.

GASSAN recently opened the recently renovated Rolex Boutique, located in the monumental headquarters in Amsterdam. In the stylish setting, guests were treated to a festive evening and could admire the latest models from the prestigious brand. GASSAN President Benno Leeser: “I am so proud of this!”

After more than ten years, the Rolex Boutique was ready for renewal, according to Debora Huisman-Leeser, who as Chief Operational Officer of GASSAN is responsible for, among other things, the renovations within the organization. “Working with the fantastic team at Rolex, we have created a complete Rolex experience here. While the past was more about purely sales, now it is much more one experience become.” The redesigned boutique offers deeper insight into the richness and diversity of the world of Rolex and embodies the brand's core values: excellence and perfection. All elements of the boutique, distinguished by the elegance and unity of its interior, have been brought into harmony to create a space imbued with the brand's signature codes. The perfect layout, furnishings and decorative details emphasize Rolex's continued commitment to providing the highest level of quality in all its creations. There are also clear connections between the aesthetics of Rolex watches and the design elements of the new boutique. For example, the ribbed pattern on the bezel of some Classic watches was the inspiration for the motif on the wooden furniture. And only the very best materials have been used, such as walnut woodwork, bronze-colored brass for the metal elements and green velvet or leather for the chairs and tables. Just like a Rolex watch, behind this creation lies the hand of the craftsman: the most skilled craftsmen were brought together to craft the decorative elements.

''We think this is the new way: experience, high quality, away from the masses''

“I am so proud of this!” beams GASSAN President Benno Leeser. “Rolex is of course very important to us and here you can experience the brand optimally. The renovated Rolex Boutique fits completely into the structure of HOUSE of GASSAN, with multiple shops and separate attention for our own brands GASSAN Pre-Owned, GASSAN 121, Choices by DL, TROPHY BY GASSAN and Gigi by GASSAN. The time when 400.000 tourists came to shop here is over. This will now increase to a maximum of 200.000, if only due to the increasingly limited parking facilities in the city center of Amsterdam. We think this is the new way: experience, high quality, away from the masses. As a football fan, I strongly believe in teamwork. And what we create here, we really do together.” 

The showcases and presentation areas provide a balanced environment for the watches, featuring three-dimensional handmade decorations designed by the brand. In this high-quality ambiance, with room for dialogue and discovery, visitors can admire the watches in all their elegance and beauty. To make the experience even more enjoyable, special areas are reserved for informal conversations, allowing customers to get up close and personal with their favorite watch(s) in a relaxed atmosphere.