Rolex Mount Titlis Glacier Boutique
Rolex's newest boutique sits 9,908 feet up Mount Titlis, reachable only by taking a train, two cable cars, and the Rotair, the world's first revolving cable car. It occupies Titlis Tower, a 1980s telecommunications mast where Herzog & de Meuron, the Pritzker Prize winning firm behind the Tate Modern and Beijing's Bird's Nest stadium, kept the original steel skeleton and built two glass-and-steel boxes straight through it, so the whole structure reads as a cross from above. Inside: natural stone, warm wood, and a wall of Verde Alpi green marble, with floor-to-ceiling windows that line up the glacier with the display cases. Bucherer, the retailer Rolex acquired in 2023, runs the boutique alongside Joseph's Restaurant and the Horizon Deck, an observation terrace 180 feet above the ice. Somehow, the watches and the green marble manage to compete with the glacier outside the window.
