The watch that has a crown for its logo enters a new, big market with a bang.

IT was a show meant to awe. And, indeed, it was awesome.

Rolex, the biggest name in watches and steeped in history, left its secret world in Switzerland and stepped out into Asia with an exhibition in Beijing, a place where history lives.

And what a show it was. A spanking new conference centre was stripped down and redesigned to look like the Rolex headquarters in Geneva. The walls sparkled with Rolex wallpaper.

And as you stepped out of the lobby into what was grandly called the Realm of Rolex, you had to stop for a moment and take a deep breath because straddling the entire width of the centre was a crown with the five prongs, each leading into a hall � a crowning achievement for any interior designer.

You knew that no expense had been spared in staging this exhibition. The Rolex folk would not say how much was spent except that they�d brought 90 tons of material in to re-design the centre. And it was all for just one week, from Oct 28 to Nov 3. The day after that, it all came off and the conference centre was a stark, concrete building again.

Source: Malaysia Star