• About Us
  • Submit Project
  • Advertise
  • NewsLetter
PA
Subscribe
  • Articles
    • Archipreneurs
    • Technology
    • Bim / Aec
    • 3D Printing
    • Architects
    • Artificial Intelligence
    • Robotics
    • Sustainability
    • Tools
    • Case Study
    • City Guide
    • Opinions
    • Interviews
    • Architecture & Design
      • Urbanism
      • Metaverse
      • Space Architecture
      • Geography
  • Projects
    • Architecture
    • Interior
    • Design
      • Fashion
      • Pavilion
      • Installation
      • Digital Art
      • Landscape Design
    • Products
  • News
  • Workshops
  • PA Talks
  • Videos
  • Books
  • More
    • PA+ Membership
    • Courses
    • Competitions
    • Events
    • Jobs
    • About Us
    • Contact Us
Font ResizerAa
PAPA
Search
  • Articles
    • Archipreneurs
    • Technology
    • Bim / Aec
    • 3D Printing
    • Architects
    • Artificial Intelligence
    • Robotics
    • Sustainability
    • Tools
    • Case Study
    • City Guide
    • Opinions
    • Interviews
    • Architecture & Design
  • Projects
    • Architecture
    • Interior
    • Design
    • Products
  • News
  • Workshops
  • PA Talks
  • Videos
  • Books
  • More
    • PA+ Membership
    • Courses
    • Competitions
    • Events
    • Jobs
    • About Us
    • Contact Us
Follow US
PA > Blog > Projects > Architecture > Herzog & de Meuron Unveil TITLIS Tower with the Highest Rolex Boutique
ArchitectureArchitecture News

Herzog & de Meuron Unveil TITLIS Tower with the Highest Rolex Boutique

Last updated: June 18, 2026 7:02 am
Pooja Khanna Tyagi
Pooja Khanna Tyagi
ByPooja Khanna Tyagi
Pooja Khanna Tyagi is an India-based architect and design writer. Her work engages with architecture, interiors, materials, and evolving lifestyle narratives, with a focus on translating...
Share
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
List of Images 1/11
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon
SHARE

Perched more than 3,000 meters above sea level in the Swiss Alps, the Titlis Tower has been transformed from a former telecommunications structure into a dramatic visitor destination by Herzog & de Meuron. The redesign converts the 1980s antenna tower into a sculptural attraction, introducing panoramic viewpoints, hospitality spaces, and enhanced visitor experiences while preserving and extending the existing infrastructure.

Contents
  • Design of the Functional Alpine Tower
  • Highest Rolex Boutique
  • Dramatic Cantilevers and Panoramic Experiences
  • Enhancing Connectivity Through Adaptive Reuse

Design of the Functional Alpine Tower

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

Originally built in the mid-1980s as part of Switzerland’s telecommunications network, the 56-meter-high TITLIS tower was deeply anchored into the limestone mountain and defined by its lightweight steel framework.

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

As part of a broader summit masterplan, Herzog & de Meuron reimagined the structure of TITLIS Tower as a public attraction, marking a shift from purely technical infrastructure to a new form of contemporary Alpine architecture.

Highest Rolex Boutique

© Rolex / Herzog & de Meuron

Rolex has unveiled its highest boutique in the world, set against a dramatic alpine landscape that echoes the brand’s enduring spirit of exploration and adventure. Accessible via a scenic cable car journey, the mountaintop destination is expected to draw luxury travelers and watch enthusiasts from across the globe.

Dramatic Cantilevers and Panoramic Experiences

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

The transformation introduces two glazed cantilevered volumes inserted crosswise into the existing steel framework, supported by four new vertical circulation towers. The lower volume accommodates retail functions, while the upper level contains a 140-seat restaurant overlooking the surrounding peaks.

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

At the summit, a public viewing platform offers sweeping vistas across the Swiss Alps, turning the tower into a unique destination for visitors.

Enhancing Connectivity Through Adaptive Reuse

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

The TITLIS Tower makes extensive use of existing infrastructure, including an underground tunnel connecting the tower to the mountain station and glacier cave. Conceptualized as a visitor route, the tunnel features reflective steel surfaces and integrated LED displays that provide orientation and landscape information.

Herzog & de Meuron Turns Titlis Tower into a Sculptural Alpine Icon

Alongside upgrades to the mountain station, the design employs durable materials such as galvanized steel, stainless steel, concrete, and glass to withstand the site’s extreme alpine conditions.

Image Courtesy: Herzog & de Meuron

TAGGED:alpine architectureAlpine TowerHerzog & de MeuronRolex TowerTITLIS tower
Share This Article
Email Copy Link Print
ByPooja Khanna Tyagi
Pooja Khanna Tyagi is an India-based architect and design writer. Her work engages with architecture, interiors, materials, and evolving lifestyle narratives, with a focus on translating complex ideas into clear, accessible content. With a minimalist sensibility, she uses writing to simplify design ideas. A graduate of Dr. B.N. College of Architecture, Pune (2000), India, she has been active in the writing domain since 2016. She has contributed to leading publications in India and internationally, bringing together professional insight and a measured, articulate voice.
Previous Article Nangang Pair by MVRDV Nangang Pair: MVRDV’s New Office Towers Create a Gateway to Eastern Taipei
Next Article ZHA Opens Songshan Lake Exhibition and Performance Center in Dongguan ZHA Opens Songshan Lake Exhibition and Performance Center in Dongguan

More Stories

Construction Projects

Beyond the Architect: Rethinking Power and Hierarchy in Contemporary Construction Projects

By
Mahshid Motamed
How AI Is Transforming Outdoor Living Spaces Beyond The House

How AI Is Transforming Outdoor Living Spaces Beyond The House

By
PA Editorial Team
2026 FIFA World Cup Stadiums

5 Infrastructure Lessons from FIFA World Cup 2026: What Future Host Cities Must Learn

By
Pooja Khanna Tyagi
Miami Bay Towers

Miami Bay Towers Brings Four Sculptural Forms to Biscayne Bay

By
Isha Chaudhary
Origami architecture

Top 10 Buildings Shaped by the Art of Origami Folding in Architecture

By
Arpitha S
Sarnath

Sarnath Becomes India’s 45th UNESCO World Heritage Site

By
Isha Chaudhary
Korean Football Park

UNStudio Completes Korean Football Park in Cheonan

By
Isha Chaudhary
Iranian Architecture

A Legacy Built in Brick and Geometry: Arches in Iranian Architecture

By
Mahshid Motamed
Tianmeng Tower

Woods Bagot Shapes the IGG Tianmeng Tower Around Fuzhou’s Iconic Banyan Tree

By
Isha Chaudhary

Motion in the Shell by Melike Altinisik Architects

By
Hamid Hassanzadeh
Previous Next

Subscribe Newsletter

- Upcoming Workshop-
Ad image

You Might Also Like

ProjectsArchitecture

Clarion Hotel and Congress Trondheim by Space Group

June 6, 2023
Architecture News

Inner Peace: Foster + Partners and Royal College of Art collaborate for London Design Biennale 2023

July 1, 2024
Architecture News

Arturo Tedeschi has taken ChatGPT, Phyton, and Grasshopper 3D to the next level

August 6, 2024
ProjectsArchitecture

Lemay redesigned La Fontaine Park’s Théâtre de Verdure promoting a timeless presence

July 10, 2024
PA

© All rights reserved. Parametric Architecture (2018-2026) - ISSN 3023-7564

Facebook Twitter Youtube Rss Medium

Get to Know Us

  • Architecture
  • Design
  • Digital Art
  • Fashion
  • Installation
  • Pavilion
  • Interior
  • Products

© 2026 ParametricArchitecture. All Rights Reserved. By utilizing this website, you are consenting to our User Agreement, Privacy Policy, and Cookie Statement. In compliance with the privacy laws of Turkey and the United States, we recognize and respect your rights. Please be aware that we may receive commissions for products bought through our affiliate links. Unauthorized reproduction, distribution, or transmission of any material from this site is strictly forbidden without prior written permission from ParametricArchitecture.

Join Us!
Subscribe to our newsletter and never miss our latest news, podcasts etc..
Please check admin setting to display form corretly.
Zero spam, Unsubscribe at any capitalpost.
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?