positions Rolex alongside contemporary art and architecture, but with a focus firmly on horology. It’s a way of telling Chinese clients: you are not just a sales engine, you are where the brand chooses to tell its most important story first.

Inside the “Oyster Story” exhibition Oyster Story is conceived as an immersive, multi‑level exhibition that walks visitors through innovation and engineering rather than just brand lifestyle.

It traces the journey from the original 1926 Oyster, the world’s first waterproof and dustproof wristwatch, born from Hans Wilsdorf’s vision, through to today’s Oyster Perpetual references. A main pavilion spotlights the evolution of the Oyster case, with historic references and contemporary models side by side.

An exhibition of 100 portraits of Rolex wearers explorers, athletes, filmmakers, artists and other trailblazers sits alongside heritage and modern watches, many loaned from private collections…