05 May 2022

Bangkok, March 2022 – Siam Swiss and Rolex today announced the reopening of a newly redesigned boutique in Silom, located at the heart of a premier district in Bangkok, Thailand.

The new 80-square-metre boutique offers professional expertise in an elegant setting, one that promotes a sense of harmony, discretion and intimacy with the brand.

“Siam Swiss’ relationship with Rolex began in 1979 when we established the first Rolex Boutique at Siam Square Soi 5. Forty-three years have passed since the first foundations were built, and now, with the refurbished boutique here in Silom, we aim to immerse our customers in the world of Rolex, coupled with the inimitable Siam Swiss experience,” said Ms Supaporn Poolsathitiwat, Managing Director of Siam Swiss Group.

“We are honoured to grow and progress with the brand, whilst upholding the highest standards of quality and service for all our boutiques. Siam Swiss is delighted to flourish even further with the induction of the third generation of the Poolsathitiwat family to the business,” said Khun Kamol Poolsathitiwat, President of Siam Swiss Group.

Siam Swiss Rolex Boutique Silom Road front of flagship store


Every element of the interior design features the elegant Rolex aesthetic and radiates the values of the Rolex crown. Excellence, precision and attention to detail emanate from the careful calibration of colours and patterns in the fittings and furnishings.

Sensitive lighting accentuates the beauty of a selection of Rolex watches, which are displayed in refined showcases lined with beige leather and finished with bronze trims.

A striking emerald aqua wall highlights Rolex’s rich heritage – its wave motif referencing the iconic Oyster, the world’s first waterproof wristwatch. This intense green is referred around the boutique, creating accents that harmonize a refreshed colour palette. The walls mix textures from walnut brown wood to beige-coloured stone and hand-crafted stucco panels in a pattern that recalls the fluted bezel of the Oyster watch.

Bespoke design elements were used in creating the boutique to reflect the brand through hallmark colours, materials and architectural details. Influenced by the local aesthetic and culture, the façade of the building features a modern Thai-inspired motif, with openwork elements that bring light into the boutique as well as a view of the exterior. This unique motif continues inside the boutique, creating exclusive spaces and enhancing its interior design.

Inside Siam Swiss Rolex Boutique Silom Road


Since its humble beginnings in 1979, Siam Swiss has been proud to be part of the worldwide network of Official Rolex Retailers authorized to sell and maintain Rolex watches. Built on the same foundations of excellence and with a reputation for quality and expertise, Siam Swiss is a prominent retailer of luxury timepieces and endeavours to continue the essence of the brand under the leadership of the third generation of the Poolsathitiwat family. Today, in each of the Siam Swiss boutiques, customers can view and enjoy a wide selection of Rolex timepieces in a luxurious and spacious environment that radiates the elegant Rolex aesthetic.

Siam Swiss Rolex Boutique Silom display and sales counter



Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognized the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Cellini watches are certified by COSC, then tested in-house for their precision, performance and reliability. The Superlative Chronometer certification, symbolized by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organization.

The word ‘Perpetual’ is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931. In the course of its history, Rolex has registered over 500 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components, from the casting of the gold alloys to the machining, crafting, assembly and finishing of the movement, case, dial and bracelet. Furthermore, the brand is actively involved in supporting the arts and culture, sport and exploration, as well as those who are devising solutions to preserve the planet.

Siam Swiss Rolex Boutique Silom watch bar with THAI-INSPIRED DESIGN
Siam Swiss Silom Rolex VIP client lounge
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