Our capital city now boasts a true watch paradise with the completely revamped Rolex boutique at Gassan.

Looking for a beautiful timepiece between €5,000 and €50,000? The newly renovated Rolex boutique at Gassan is the perfect place to find it. Benno Leeser, the un-crowned diamond king of the Netherlands and CEO of Gassan Diamonds, opened the first Dutch Rolex boutique in 2013 in the prestigious House of Gassan in the heart of Amsterdam. Over ten years later, after a major renovation, the doors have reopened to cater to enthusiasts of the prestigious watch brand.

"When we opened our Rolex boutique eleven years ago, we were a bit concerned that it might draw customers away from our store on Dam Square in Amsterdam," he says. "But the opposite is true. The boutique has helped us become one of the leading Rolex retailers in the Netherlands. And with that status comes the need for a top-notch location. After ten years, it was time to upgrade, and now, after a substantial renovation and expansion, we have created something we are truly proud of."

To accommodate the new layout and expand the store area, the watchmakers have moved to an upper floor, freeing up more space on the ground floor to showcase the beautiful, yet expensive, timepieces. The boutique is designed like a living room, exuding tranquility and highlighting the watches prominently. There’s no rush; it’s a place where you don’t just buy time, but take it as well. Debora Leeser, Chief Creative Officer and responsible for the renovation, says: "With the renovation, we have consciously aimed to create an experience so visitors can fully immerse themselves in what the luxury brand Rolex stands for. We are also renovating our store at Schiphol, but that location is more of a watch bar, as people at an airport naturally have less time. Here at House of Gassan, we take the time for you so that you can make a well-considered choice at your own pace."

No appointment is necessary; anyone can walk in, although Gassan usually notices if people call ahead to ensure that the sales staff are available. After all, it’s not a sandwich you’re buying, but an investment in yourself—and a hit to your bank account.

"IT’S NOT A SANDWICH YOU’RE BUYING, BUT AN INVESTMENT IN YOURSELF"

2 De Cosmograph Daytona Oyster: 40 mm, witgoud en diamanten. € 123.750

3 De Oyster Perpetual Day-Date: 40 mm, geelgoud. € 92.600