Upping the Ante: Welcome to Watches of Switzerland's updated Rolex store in Las Vegas, a watch collector's dream.

The luminous new store is an Official Rolex Jeweler, fittingly situated right off the Wynn resort's central Lake of Dreams. The recent refresh is a tranquil reprieve from the bustle outside, a luxurious setting ideal for informal gatherings, shopping, and possibilities. At more than 2,100 square feet, the space is a haven for collectors.

Inside, you'll find an unrivaled selection of Rolex watches that conjure up legendary triumphs in sports, arts, and exploration. All are welcome, from the casual window shopper to watch enthusiasts, to survey the evolving inventory of Datejusts, Cosmograph Daytonas, Explorers, Oyster Perpetuals, and Submariners (to name a few).

The space's interior design represents the latest Rolex store concept: sustainable materials and sleek surfaces that are welcoming and comfortable. Green accents evoke Rolex's timeless charm (and perhaps even the renowned green winner's sports jacket from Augusta's Rolex-sponsored Masters Tournament). The sales floor is divided into distinctive and individual spaces – and includes a lounge with a library for research and a private VIP room when discretion is desired.

Warm walnut wood and pale travertine stone accents create an ambiance of calm that allows shoppers to focus on the store's extensive collection of spectacular watches. Two custom Venetian glass chandeliers by Vistosi hang overhead, accentuating the gracious 13-foot-high ceilings. Throughout the ingenious architectural design of the space, natural light filters in via a central skylight, a rare feature for a Las Vegas casino resort.

Handmade Swiss cannelle bricks span the length of the store's exterior, polished and arranged to form a custom pattern that evokes the look of a fluted bezel. Even the window displays are impressive. Floating cases are set into the architecture of the space allowing for clear sightlines and exceptional visibility into the welcoming environment within.

Of course, Watches of Switzerland's dedicated Rolex staff are on hand to offer their expertise or to simply share in the joy of Rolex watches. Purchasing a Rolex is always a wise decision, but one that often requires planning and patience. The personnel here are more than happy to take the time to get to know you and answer any questions while helping to guide you through the buying process.

The store prides itself on customer service that goes above and beyond sourcing, educating, and maybe even a little hand-holding, if needed. There are many reasons to visit Las Vegas and abundant opportunities to mark the occasion. Experts on staff can help you find the perfect Rolex, recommending particular watches for everyday wear or formal events.

Watches of Switzerland's Las Vegas store is a place where your Rolex dreams can come true. Because having a Rolex on your wrist in Vegas means you'll always have an ace (and a crown) up your sleeve. The famous Rolex slogan states, "A Crown for Every Achievement." In this store, it’s likely you'll run out of achievements before they run out of crowns.

Explore more from Rolex here at Watches of Switzerland.