Words Alberto Chiurato-Ranzi

Immersed in the timeless elegance of the Galleria Vittorio Emanuele II in Milan, the new showcase of the renowned watchmaker Rolex stands out as an architectural masterpiece dedicated to excellence. In the bustling heart of the city, between the two icons of Piazza del Duomo and Teatro alla Scala, this boutique not only strengthens the ties between the Geneva house and Rocca but also embodies an engaging dialogue between timeless history and modernity.

The Vice President of the Damiani Group, Giorgio Grassi Damiani, jubilantly celebrates this union, emphasizing the deep intertwining between the two entities, imbued with a constant pursuit of excellence. Attention to detail and respect for architecture are evident in every corner, transforming this opening into a tangible homage to Milanese aesthetics.

The interior design project conceived by ACPV ARCHITECTS, signed by Antonio Citterio and Patricia Viel, fits like an ode to the urban fabric that hosts it. Respecting the original neoclassical design of the Galleria, the restoration proves to be a precision operation that brings the spirit of bygone times back to life. The Galleria Vittorio Emanuele II, since its inception in 1867 and through the grand restoration works of 1906, has established itself as a space for meetings and culture, earning the title of “Milanese Parlor”.

The architecture of this watch sanctuary is inspired by the intrinsic details of the Galleria, offering a contemporary reinterpretation of Milanese atmosphere. The three levels of the boutique are orchestrated with mastery, each providing a new perspective on the shopping experience. The ground floor welcomes visitors with the elegance of marble and the opulence of chandeliers, while the mezzanine floor evokes the charm of a Milanese lounge, showcasing the iconic creations of the brand.

The culmination of this architectural experience is evident on the upper floor, where the restored ceiling and Venetian terrazzo flooring shine with ancient beauty, thanks to careful restoration work. Every detail, from the elegant terrazzo staircase to the refined walnut woodwork, testifies to the commitment to preserve and celebrate Italian craftsmanship and local traditions. The new Rolex boutique in the Galleria Vittorio Emanuele II is not just a place of commerce but an architectural symphony that harmonizes the past with the present, offering guests an unparalleled experience in the heart of Milan.