The Inauguration of Our Newest Location: Fourtané Rolex Boutique

SAN DIEGO, DECEMBER 2018 – Fourtané is pleased to announce the inauguration of its first Rolex Boutique in California. Located within Fashion Valley, the new Boutique measures 1,500 square feet and features a custom-designed exhibition called the “Deepest Dive”, demonstrating Rolex’s ongoing commitment to exploration and the oceans.

Fourtane Rolex Boutique

“It is with great honor that we announce the opening of our Rolex Boutique in San Diego,” said Josh Bonifas, the owner of Fourtané. “This will mark my family’s return to the city after 35 years in Carmel. The store was designed in Switzerland with San Diego’s maritime history in mind. It has been a lifelong dream to showcase Rolex watches in such a unique setting. The nautical-inspired details and historical Deep Sea experience will attract Rolex enthusiasts who are visiting San Diego from around the world.”

The new Rolex space will offer an impressive setting for visitors to discover a wide variety of Rolex wristwatches. The self-winding, mechanical Oyster Perpetual models form the pillar of a collection of legendary timepieces that combine tradition, prestige, and technology with precision, peerless reliability, and style suited to every occasion.

Fourtane Rolex Boutique


Inside the Boutique, the visitor is enveloped in an atmosphere inspired by water and the sea, evoking the essence of Rolex, known worldwide as the inventor, in 1926, of the Oyster, the first waterproof wristwatch. An illuminated, custom-sculpted aqua wall draws the eye with its gently undulating wave motif, while wood flooring and tables with soft rounded edges evoke a well-appointed yacht.

Fourtane Rolex Boutique

The new location is clad in sophisticated and refined materials and furnishings – elegant walnut wood cabinets, bronze detailing, floors in Crema Marfil marble – setting the scene for a customer experience that is as luxurious as the watches on display.

Fourtane Rolex BoutiqueThe dedicated exhibit space, “The Deepest Dive”, focuses on the only two successful manned expeditions to the bottom of the Mariana Trench in the Pacific Ocean. There are two videos, the first of which highlights the 1960 bathyscaphe Trieste dive to the Mariana Trench, the earliest manned dive to the deepest-known point of the world’s oceans. This expedition was equipped with an experimental Oyster model, the DEEP SEA SPECIAL, attached to the hull of the vessel.

Fourtane Rolex BoutiqueThe second video features the 2012 historic DEEPSEA CHALLENGE expedition in which filmmaker and explorer James Cameron made a historic solo dive to the bottom of the deepest point in the Marina Trench, Challenger Deep. An experimental divers’ watch, the Rolex Deepsea Challenge, accompanied this expedition on the submersible’s robotic manipulator arm. The exhibit will also display a selection of timepieces showcasing Rolex’s expertise in divers’ watches as the result of decades of collaboration with diving professionals.


Rolex Boutique
Fashion Valley Mall
7007 Friars Road, Space 390A
San Diego, CA 92108
United States


Tel: +1 619-684-6014