The new Rolex Boutique opened to great fanfare on Dec. 4 at 312 N. Rodeo Drive. Operated by Gearys, the 6,200-square-foot building features a custom green twisted-glass façade designed to evoke the brand’s classic Oyster model.
Photo by Bianca Heyward
“This project started a little over five years ago when Rolex wanted a bigger presence on Rodeo Drive,” Tom Blumenthal, President and CEO of Gearys, told the Courier. “My family has owned Gearys for over 65 of its 95 years. We’re well entrenched in this community, and this space was really just a perfect location. So, five years ago, the spark was lit.”
The new flagship took 3 years to design and 1.5 years to complete. Previously occupied by Dolce & Gabbana, the work plan included modifications to the exterior and the building of a third floor with a rooftop terrace.
Highlights of the new boutique include a stucco wall depicting the Los Angeles skyline, a green marble bar, green marble walls and a circular wood staircase connecting all three levels.
The second floor includes a cylindrical after-sales service area, where watchmakers are available to help clients with their timepieces. The third-floor rooftop is reserved for private events and to host VIP customers.
“It’s a wonderful partnership with Rolex that my family has had for over 25 years,” Blumenthal said. He added that the Rolex timepieces in highest demand are off-catalog, one-of-a-kind watches that are not available to the public and gem-set pieces.
In addition to a press conference, festivities included an evening event in which a portion of Rodeo Drive was closed off. City officials and dignitaries gathered to celebrate the newest addition to the famed street. Making a special appearance was tennis legend Roger Federer, who has long been associated with the brand.
Photo by Bianca Heyward
