Luxury watch brand Rolex set to open store at Wynn's upcoming casino hotel in UAE
In the bustling heart of the United Arab Emirates (UAE), the highly anticipated Wynn Al Marjan Island casino resort is set to open its doors in early 2027. The resort, which will be the first regulated casino hotel in the history of the Middle East, is generating significant interest, particularly from international luxury brands like Rolex.
However, the licensing process for Rolex to operate a retail store within the Wynn Al Marjan Island casino resort involves several regulatory considerations. The General Commercial Gaming Regulatory Authority (GCGRA), which regulates gambling activities and casino operations in the UAE, issues licenses for casinos, poker tables, slot machines, and other gaming activities. Retail operations, such as a Rolex boutique, are generally licensed separately under Dubai or Ras Al Khaimah’s commercial retail regulations.
Rolex would need to obtain a commercial retail trade license from the relevant emirate’s economic development authority independently from the casino gaming license. This means that Rolex’s licensing process is distinct from the casino’s gaming license and focused on retail regulatory compliance within the UAE’s legal framework for commercial enterprises.
The retail section within a casino resort would have to comply with these broader regulatory frameworks, but the retail shops themselves are not licensed as part of the casino’s gaming license. Instead, they require conventional retail commercial licensing and adherence to import/export, trademark, and intellectual property laws.
International luxury brands like Rolex must ensure they meet all intellectual property rights and licensing requirements relevant in the UAE market. This includes authorized distribution agreements and preventing counterfeit goods, as the UAE enforces trademark protection strongly in commercial spaces.
Despite these regulatory hurdles, the demand for retail space at the Wynn Al Marjan Island is oversubscribed, according to Tariq Bsharat, chief strategy and business development officer of Marjan. The resort is expected to house approximately 40 high-end shops, aiming to compete with Fashion Avenue in the Dubai Mall.
While the specific retailers for Wynn Al Marjan Island have not been confirmed, Bsharat noted that every top brand, including Rolex, is expected to be present. However, it is worth noting that Ahmed Seddiqi & Sons, who run the Rolex shop at Fashion Avenue in the Dubai Mall, do not have rights of first refusal for a related outlet at Wynn Al Marjan Island.
The Wynn Al Marjan Island casino resort is poised to join the ranks of some of the world's glitzier integrated resorts, like those on the Las Vegas Strip and in Macau. Shops at Wynn and Encore Las Vegas include Breitling, Brioni, Cartier, Hermes, and Omega, among others. The retail stores serve as revenue drivers for casinos, as shop operators pay rent to the casino, providing an added revenue stream.
With the Wynn Al Marjan Island casino resort slated to be one of the world's most luxurious integrated resorts, the potential for Rolex to establish a presence there is undoubtedly an exciting prospect for both the brand and the burgeoning UAE casino market.
- The gaming industry in the Asia Pacific region is monitoring the opening of the Wynn Al Marjan Island casino resort in the UAE, as it might set a new trend for the gaming business in the Middle East.
- The retail section within the Wynn Al Marjan Island casino resort is expected to go beyond the traditional gaming industry, with shopping and lifestyle brands showcasing their products, potentially including high-end home-and-garden items.
- The finance sector is keeping an eye on the licensing process for luxury brands like Rolex, as it could indicate the overall financial health of the gaming industry and the UAE's economy.
- The entertainment industry is eagerly awaiting the grand opening of the Wynn Al Marjan Island, as it promises to compete with renowned entertainment hubs like the Las Vegas Strip.
- The general news outlets in the UAE and worldwide are reporting on the Wynn Al Marjan Island casino resort, discussing its potential impact on the local culture and society, as it is set to introduce new forms of entertainment and retail experiences for residents and visitors alike.
