The new 6,200-square-foot Rolex boutique on Beverly Hills' famed Rodeo Drive officially opened its doors on the Wednesday after Thanksgiving. Operated by local luxury retailer Gearys, the three-level boutique blends California-inspired aesthetics with Rolex’s timeless elegance, making it a must-visit destination for watch enthusiasts.
A Design Inspired by Waves and the California Coast
The boutique’s most striking feature is its circular staircase, which connects all three levels. With its spiral design and twisted green-glass facade, the staircase evokes the gentle movement of ocean waves, a nod to Rolex’s deep connection to the sea. This motif is further emphasized by the boutique's proximity to Santa Monica Beach, less than eight miles away.
On the first floor, visitors are greeted with a custom stucco wall depicting the Los Angeles skyline, awash in colors reminiscent of a California sunset.
Luxury and Innovation on Display
The boutique’s second floor offers:
- After-sales service: Watchmakers work behind glass walls, allowing guests a glimpse of precision craftsmanship in action.
- A green marble bar and lounge area showcasing curated Rolex items, framed photos of Hollywood icons like Martin Scorsese and James Cameron, and artifacts reflecting Rolex’s partnerships in sports, the arts, and its Perpetual Planet initiative.
The third-floor terrace is the boutique’s crown jewel, offering breathtaking views of Dior’s new Rodeo Drive flagship, currently under construction.
A Legacy of Luxury
Speaking at a press breakfast before the grand opening, Tom Blumenthal, president and CEO of Gearys, shared the boutique’s journey:
“Rolex wanted a flagship presence on Rodeo Drive. Over five years of planning, including three years of design and a year and a half of construction, have culminated in this moment.”
Blumenthal reflected on Gearys’ deep ties to Beverly Hills, with his family owning the store for 65 of its 95 years.
“It’s a perfect California day,” he added. “Where else can you enjoy the December sunshine like this?”