OUR HISTORY WITH ROLEX

In the 1940s a new lifestyle is changing people's needs. The requests are starting to be different and the taste that is establishing itself can be seen starting from the wrist.

Already in 1946 Pisa introduced Rolex. The times must be anticipated. A new, more dynamic lifestyle is emerging. This need must be satisfied with an efficient, modern, high quality watch. People are starting to travel for work and pleasure with their families, playing sports and even dressing informally. This new scenario leads requests to move towards a precise, efficient and robust watch, of larger dimensions, more suitable for a dynamic life without giving up a distinct aesthetic and personality.

Ugo Pisa often receives requests to this effect: “Mr Pisa, these small and ultra-flat watches are very delicate. When I travel I'm afraid of ruining them. They are elegant, but sometimes it is difficult to see the time. Do you have anything new?”

Rolex customers are men and women who have waited for the evolution of the watch and become its spokespersons, aware of a time that has new needs and looks to the future.

On 21 May 2008 the Rolex Boutique opened in via Montenapoleone 24, the first in Europe, further underlining the relationship of trust that has consolidated over time between Pisa and the Swiss Manufacture. The Boutique is spread over three floors, and reflects the rigor, modernity and precision that the two companies have in common. An elegant space, in tune with the values of the Brand, where you can admire the complete range of Rolex models. On the second floor is the laboratory, a jewel of technology and savoir-faire open to customers to discuss any aspect of their watch. A panoramic glass elevator connects the floors, with the vertical garden as a backdrop, designed by the French landscape architect Patrick Blanc, with thousands of species of plants.

Over half a century has passed since Ugo Pisa first proposed Rolex in his shop and, ten years after the opening of the Boutique in Via Montenapoleone, his success is contained in the simple and essential form, expression of a high and far-sighted that approaches perfection.