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Shemer Jewellers Unveils Immersive New Rolex Boutique in Sandton City’s Diamond Walk

Retail 16 February 2026

Shemer Jewellers has brought a new level of horological luxury to Johannesburg with the opening of a 200-square-metre Rolex Boutique in Sandton City’s Diamond Walk. The thoughtfully designed space combines contemporary aesthetics with classic brand elements, offering collectors and enthusiasts an elevated, immersive customer experience.

Occupying 200m², the boutique has been thoughtfully designed to create an immersive Rolex experience, blending contemporary architecture, warm materials and hallmark brand elements that echo the world of watchmaking.

Every detail, from the private consultation areas to the expansive display galleries, has been curated to ensure comfort expressed in stylish sophistication.

“Having represented Rolex in Bedfordview for over three decades, we are proud to expand the brand’s presence in South Africa, upholding the highest standards of quality and service,” said Alan Carrington, owner of Shemer Jewellers. “The boutique showcases the timeless perfection of Rolex watches.”

This new boutique is part of a worldwide network of refined boutiques and brand ambassadors that truly reflect the Rolex identity. To step inside is to experience an immersion in the Rolex universe and its manifold treasures.

Designed and laid out in close collaboration with Rolex architects, this boutique is stamped with the brand’s values of excellence. Visitors will find a welcoming place to freely discover the collection of authentic, new Rolex watches and discuss their choice of model in an elegant, tranquil setting.

Interior Design Inspired by the World of Rolex

The contemporary architecture of the new Sandton City boutique integrates Rolex’s iconic brand codes directly into the store's physical space. Key design features echo the aesthetics of their world-renowned timepieces:

Fluted Travertine Walls: The tactile, rhythmic wall treatments mirror the signature fluted bezel found on many classic Rolex watches.
Cyclops Lighting: Custom-designed lamps suspended above the counters mimic the domed Cyclops lens, casting a soft, diffused light over the timepieces.
Verde Alpi Marble: An illuminated marble feature wall in the reception area pays homage to Rolex’s historic ties to the marine world.

An Exclusive Customer Experience

Beyond the main showroom, a private lounge area offers a warm and intimate space for clients. Featuring textured stucco walls, an elegant bar, and rich velvet seating, it provides an unhurried environment for personal consultations and a deeper exploration of the timepieces.

Location: Shop 28, Diamond Walk, Sandton City Shopping Centre.

Supplied by: Shemer Jewellers.

Guzzle Media