Rolex

A New Rolex Boutique in the Miami Design District. An architectural statement of luxury, balance, and innovation.
Developed through a close collaboration between Rolex and BBA Studio, the new boutique in Miami’s prestigious Design District stands out for its refined and innovative architectural approach.
Conceived to reflect both the brand’s heritage and its forward-thinking spirit, the façade features two interactive layers: an outer surface of 1,152 metallic prisms inspired by the iconic fluted Rolex bezel—computationally positioned to create a dynamic, wave-like effect—and an inner expanse of continuous green glass, evoking Rolex's signature colors while softly filtering natural light into the interior spaces. The use of parametric design tools enabled precise control over the geometry, making the façade dynamic and ever-changing depending on the sun and viewpoint. By night, integrated LEDs enhance the three-dimensionality of the façade and illuminate the iconic green-and-gold Rolex logo.
At street level, a natural-stone frame introduces an elegant entryway leading to two floors connected by a custom-designed staircase.
The ground floor features a refined watch bar, where timepieces are displayed against a Verde Alpi stone wall.
Inside, a palette of warm materials, gentle lighting, and harmonious furnishings establishes an intimate atmosphere, accentuating each timepiece and enriching the overall customer experience.
This collaboration between Rolex and BBA Studio results in a contemporary luxury environment where aesthetic precision meets technical mastery, perfectly embodying the character of one of the world’s most iconic watchmaking maisons.

Photos by Sean Henderson