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It’s the brand often credited with being the first diving watch (back in 1926—although the overlooked Blancpain Fifty Fathoms was actually the first diver’s watch), and now, some 88 years later, the brand notorious for making the world’s best watches has set up shop in the Design District. On January 16, Rolex, the luxury Swiss-based watch brand, celebrated its grand opening in Craig Robin’s upscale shopping destination with a private celebration. The new destination for watch-enthusiasts features pieces from BaselWorld 2013 along with a selection of Explorers, Subs, GMTs and Daytonas. From Adriana Lima to Anthony Bourdain to Brad Pitt, the brand has a strong celeb backing.

Rolex is among one of 50 stores slated to open in the area in 2014. Sixty are set to open in 2015. Watch shoppers can also look forward to the arrival of Tag Heuer in the next phase of openings in the Design District.

Find Rolex at 135 N.E. 39th St. in the Design District.

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