The New Rolex Boutique in Bulgaria–Precision, Heritage, and a Vision for the Future

On 11 November 2025, Rolex opened its new home in Bulgaria at 11 Saborna Street—an area that has gradually established itself as a leading destination for luxury retail in the capital. The official opening brought together more than 250 guests, including clients, business partners, and representatives of the social and cultural elite. 

Ani and Ashod Shakaryan, owners of the only Official Rolex Retailer in Bulgaria, opened the doors of the boutique with an elegantly curated event that highlighted the brand’s precision, tradition, and long-term vision.

The new boutique has been designed in line with Rolex’s global concept, combining classic watchmaking aesthetics with a contemporary, welcoming interior. Natural materials, finely crafted surfaces, and balanced lighting create a calm and refined atmosphere. Two private VIP lounges are available to clients, offering personalized service for brand enthusiasts and collectors.

In her address to the guests, Ani Shakaryan emphasized continuity and sustainability as key values in the development of the business. Ashod Shakaryan, in turn, noted: “This special place is the result of two years of work, great passion, and the tireless pursuit of a dream. And just as every Rolex watch is created with patience and precision, so too was this project built—with thought, character, and love.”

The family expressed their gratitude to their team and to all partners who contributed to the realization of the project, as well as special thanks to Mr. Bedros Shakaryan, who laid the foundations of the partnership with Rolex more than 30 years ago.

The new Rolex boutique in Sofia is a natural continuation of a well-established business strategy based on trust, long-term relationships, and respect for tradition. The space presents both iconic classic models and the brand’s latest creations, reaffirming its philosophy of sustainability, precision, and the pursuit of excellence.

With the opening of its magnificent new home, Rolex sets a new standard in the luxury segment in Bulgaria—unconditional respect for tradition, uncompromising professionalism, and an unceasing drive to push boundaries.