Seddiqi launches first branded Rolex Tower

Dubai: Seddiqi & Sons Investment, the real estate arm of the UAE's leading timepiece retailer, Ahmed Seddiqi & Sons, Sunday launched the Rolex Tower on Shaikh Zayed Road near the DIFC, the first of its kind in the Middle East and the only branded Rolex Tower globally not owned and managed by the watchmaker itself.

The Rolex Tower is the result of the 50-year partnership between Ahmed Seddiqi & Sons and Rolex, the international watchmaker.

Created by Skidmore, Owings and Merrill, the architects behind the Burj Khalifa and Canary Wharf, the Rolex Tower in Dubai offers 25 floors of two-and three-bedroom apartments, including two penthouses, as well as 31 levels of commercial space, and a ground floor for retail offerings. The Rolex Tower's design, finish, views and services are the hallmarks of its status as the premiere address in the heart of the city's business district.

"This venture marks Rolex's first endorsement of the Middle East's property sector, and to be entrusted with the Rolex brand is a testament to the company's collaboration with Ahmed Seddiqi & Sons over the last 50 years. The launch of the Rolex Tower demonstrates our conviction that quality and service are among the most vital considerations whether buying a watch, finding a home, or building a business," Abdul Hamid Seddiqi, Vice-Chairman, Ahmed Seddiqi & Sons, said in a statement.

The materials and expertise deployed in constructing the Rolex Tower underscore the nature of the building, with 40,000 metres of aluminium and glass being used for the exterior, 3,385 tonnes of steel and 29,150 cubic metres of concrete underpinning all baths and public areas. Residents can enjoy IP TV and video on demand, complemented by high speed wireless access, while businesses in the Rolex Tower will make use of keyless entry, controlled floor access and secure, generous onsite parking.

Bruno Meier, Rolex Managing Director, took part in the official launch of the Rolex Tower and said, "More than half a century of working with Ahmed Seddiqi & Sons has confirmed that the Middle East is a key growth destination for the Rolex brand. The Rolex Tower, as the first of its kind in the region, reflects our shared commitment to a lifestyle encompassing precision, elegance and reliability."

Calling card

With its lobby as the 'calling card' for the new Rolex Tower, the dedicated entrance is complemented with a bespoke artwork by Dubai-based artist James Clar of the Traffic gallery, entitled Soundwave. The seven-metre polished stainless steel sculpture represents the actual waveform of a human voice saying 'Rolex Tower' and is suspended 2.5 metres above the lobby of the new building.

Dubai Contracting Company (DCC) who had previously completed the Capricorn Tower among other landmarks on Shaikh Zayed road was selected as the turn-key contractor for the building.

Abdullah Yabroudi, CEO of DCC said, "Our mandate was to achieve the highest levels of distinction from both a residential and commercial perspective, and to create the benchmark in our portfolio of turn-key properties.

"With custom-designed interiors, superior materials and a unique architectural design, the Rolex Tower is a work of art that is reflective of the impeccable standards that have been set by Ahmed Seddiqi & Sons."

Courtesy : Gulf News

Photo : Residents of the Rolex Tower can enjoy IP TV and video on demand, complemented by high speed wireless access.Image Credit: Supplied picture