A centuries-old jewelry brand, the history of Maison Azuelos dates back to the early 1920s when Isaac Azuelos, the founder of the brand, opened the first boutique in the bustling street of the medina in Rabat. Quickly gaining recognition, he became one of the most respected craftsmen in the city, holding the official title of "Lamine" among Rabat's jewelers, signifying the leader of the guild and its spokesperson.

Over the decades, the House of Azuelos has continually renewed itself. In the 1950s, Isaac's son Joseph introduced modern jewelry, marking the beginning of a new era. In the early 90s, the first boutique opened in Casablanca. Then, under Serge's impetus, Azuelos broadened its horizons by distributing watch brands such as Rolex. Over the last twenty years, thanks to Sébastien, the brand has asserted itself by adopting luxury aesthetic communication.

Inaugurated in 1991 on the prestigious Boulevard Moulay Youssef, this boutique is the first retail location of the jewelry house to host a Rolex space in 2005. In 2011, the Azuelos boutique at Morocco Mall further enhances the brand's presence in the Kingdom with the opening of a Rolex shop-in-shop at the heart of this second setting.