The chief executive of Explora Journeys has hailed the success of Explora I’s on board Rolex store, which he said has been the driver of several sales in the first few weeks of sailing.

Michael Ungerer told Travel Weekly the store, which is the only Rolex boutique at sea, has seen a lot of business in the first three weeks of its opening, and has prompted some customers to sail with the brand with the sole intention of buying a watch.

He encouraged agents to use the store as a means of selling sailings to customers interested in buying a Rolex.

“We are very happy with the store,” he said.

“Several of our guests have booked onto sailings specifically so they can buy a Rolex – there’s nowhere else you can do that.

“Agents can sell on the basis that we are the only ship to have a Rolex shop on board.”

Head of product Jason Gelineau added: “Guests can walk into the shop at lunchtime and wear a Rolex at dinner, which is unlike anywhere else as you usually have to put your name down on a waiting list. It is a truly unique proposition.”