Rolex, a world

of firsts

A WORLD OF FIRSTS

ROLEX - BASEL COLLECTION

2017 LAUNCH

Aurum is one of Britain’s biggest jewellery chains. They were selected by Rolex as

one of their retailers to throw a high-profile event, presenting the new Baselworld 2017 collection for their UK clients.

The response to the brief was a concept called A World of Firsts — exploring how Rolex has been a pioneer in different moments of history. The look and feel was developed using five stripes, a nod to the five dots on the Rolex crown, that form an abstract number one. This abstract number one was then developed across an exhibition retracing Rolex's firsts.

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Branding, Design, Exhibition and Event curation