Rolex, London — 45-metre COB strip cove, luxury retail specification

The brief

A prestigious London Rolex showroom required clean, continuous cove lighting across the full ceiling tray — running the complete perimeter of the space and returning across each panel section. The brief was specific: no visible LED dots, consistent warm white colour temperature throughout, and a non-dimmable specification to match the fixed-output display case lighting already installed in the cabinets.

Total run length was approximately 45 metres across multiple ceiling segments. Each section required individual cut lengths matched precisely to the tray dimensions.

The solution — COB strip IP20 at 24V

We supplied COB LED Strip in single-colour warm white at 24V, IP20 rated for the interior ceiling tray. Three things drove the specification:

• Dot-free COB technology — the continuous phosphor coating produces a single unbroken line of light. No hot spots, no visible chip positions at any viewing angle from the showroom floor below.
• 24V for the run lengths — at 45 metres split across sections, 24V keeps voltage drop inside tolerance on each individual feed without requiring mid-run injection. Clean lux levels at every point.
• Non-dimmable constant voltage driver — matched to the fixed-output display case lighting. Both sources hold the same colour temperature under load, keeping the full room visually coherent.

The result

The ceiling cove runs clean across every panel. The warm white holds consistent from the entrance through to the back of the showroom — no cold patches, no dim ends, no variation between sections. The COB strip sits inside the tray and produces a single wash of light that reads as architectural rather than fitted. Display case colour temperature and ceiling cove colour temperature match, which is what luxury retail lighting demands.