Shemer Jewellers Opens New Rolex Boutique in Johannesburg’s Diamond Walk
A new chapter in South Africa’s luxury watch landscape has begun with the inauguration of the Rolex Boutique by Shemer Jewellers in Sandton City’s prestigious Diamond Walk. Nestled among the world’s leading luxury brands and steps away from Nelson Mandela Square, the boutique embodies refinement, discretion, and international elegance. This milestone not only strengthens Rolex’s commitment to the South African market but also elevates the in-store experience for discerning clientele.
Occupying 200 square meters, the boutique has been meticulously designed in collaboration with Rolex architects to create an immersive environment. Contemporary architecture blends seamlessly with warm materials and hallmark brand elements, echoing the artistry of watchmaking. From private consultation areas to expansive display galleries, every detail has been curated to ensure comfort expressed in stylish sophistication. “Having represented Rolex in Bedfordview for over three decades, we are proud to expand the brand’s presence in South Africa, upholding the highest standards of quality and service,” said Alan Carrington, owner of Shemer Jewellers.
The boutique’s interior design mirrors the aesthetics of Rolex timepieces. Fluted travertine walls recall the iconic fluted bezel of the Classic collection, while Cyclops-inspired lamps reinterpret the domed lens, casting a soft glow over the sales counter and lounge. A striking Verde Alpi marble wall evokes the marine world, a nod to Rolex’s deep ties with exploration. A newly introduced stucco wall treatment adds depth and texture, complementing velvet-upholstered alcoves and an elegant bar area. Together, these elements create a harmonious environment where customers can explore Rolex’s collections at leisure, guided by expert consultation in a tranquil setting.
Founded in 1966, Shemer Jewellers has been an authorised Rolex dealer since 1991. Known for its personalised service and craftsmanship, Shemer has long been a destination for luxury watches and fine jewellery in South Africa. The new boutique cements its reputation as a custodian of milestone moments and generational heirlooms. Rolex, headquartered in Geneva, continues to embody its philosophy of “Perpetual excellence.” With over 600 patents and a history of pioneering innovations—from the first waterproof wristwatch in 1926 to the Perpetual rotor in 1931—the brand remains synonymous with precision, performance, and prestige.
The new boutique at Shop 28, Sandton City Diamond Walk, offers more than a retail experience—it is a gateway into the Rolex universe. Visitors are invited to discover authentic, new Rolex watches in an atmosphere defined by elegance and tranquility. For those who step inside, the boutique promises not just a purchase, but a lasting memory of a rare and precious moment.
