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Proximity is defined through various dimensions that can be measured objectively. However, in their early works scholars of the proximity school also emphasized the subjective nature of proximity. This initial insight has progressively lost ground in recent pieces of research. Our purpose in this paper is to revisit this subjective dimension, using qualitative research. We have interviewed players involved in five telemedicine projects developed in the Auvergne-Rhône-Alpes area. The main theoretical contribution of our research is to reveal how the subjective dimension of proximity shapes every one of its modes, although in a dual and ambivalent manner. This subjective construct of proximity, combined with ambivalence, generates the sense of a “global” proximity.