THE Rolex Towex, Dubai’s latest mixed-use luxury skyscraper, opened its doors last month, a year later than scheduled.

Built by Seddiqi & Sons Investment, the real estate arm of UAE watch retailer Ahmed Seddiqi & Sons, the tower is the only one in the world that is branded but not owned or managed by the Swiss watchmaker.

A spectacular glass-fronted symbol of quality and service located at Sheikh Zayed Road, the tower is the result of the 50-year partnership between Ahmed Seddiqi & Sons and Rolex.

Created by Skidmore, Owings and Merrill (SOM), the architect behind the Burj Khalifa and Canary Wharf, the tower offers 25 floors of two- and three-bedroom apartments, including two luxurious penthouses, as well as 31 levels of premium commercial space, and a ground floor for high-end retail offerings. The tower’s design, finish, panoramic views and bespoke services are the hallmarks of its status as the premier address in the heart of the city’s business district, according to the developer.

“This venture marks Rolex’s first endorsement of the Middle East’s property sector, and to be entrusted with the Rolex brand is a testament to the company’s collaboration with us over the last 50 years,” said Abdul Hamied Seddiqi, vice chairman, Ahmed Seddiqi & Sons.  “The launch of the tower demonstrates our conviction that quality and service are among the most vital considerations whether buying a watch, finding a home, or building a business.”

The materials and expertise deployed in constructing the tower underscore the premium nature of the building, with 40,000 sq m of aluminium and glass being used for the exterior, 3,385 tonnes of steel and 29,150 cu m of concrete underpinning all baths and public areas. Residents can enjoy IP TV and video on demand, complemented by high-speed wireless access, while businesses in the Rolex Tower will make use of keyless entry, controlled floor access and secure, generous onsite parking.

With its lobby as the ‘calling card’ for the new tower, the dedicated entrance is complemented with a bespoke artwork by Dubai-based artist James Clar of the Traffic gallery, entitled Soundwave.

The 7-m polished stainless steel sculpture represents the actual waveform of a human voice saying ‘Rolex Tower’ and is suspended 2.5 m above the lobby of the new building.

Dubai Contracting Company (DCC), which had previously completed the Capricorn Tower among other high-rise landmarks on Sheikh Zayed Road, was the turnkey contractor for the building, which was originally scheduled for completion in late 2009.

The total construction cost of the Rolex Tower has not been revealed.