Rolex, a world
A WORLD OF FIRSTS
ROLEX - BASEL COLLECTION
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.
Branding, Design, Exhibition and Event curation