As Rolex continues to concentrate its presence into bigger but fewer locations, well-funded retailers are now competing to secure the right to operate the very lucrative Rolex flagships. In its investor report last week, the UK's largest Rolex retailer, Watches of Switzerland, said showroom investment is "central to our approach," shifting its strategy toward fewer, higher-impact locations which "can deliver the strongest returns." One example is its flagship Rolex boutique on Old Bond Street that opened in March of 2025 which has performed "exceptionally well."
In the US, now Watches of Switzerland's largest market by revenue and profit, the group is also helping consolidate the fragmented Rolex network. "Acquisitions remain an important component of our growth strategy," the report said.
Still, as the group pursues expansion in the US, it will have to contend with Tourneau, the American retailer Rolex acquired through its 2023 purchase of Bucherer. Rolex, through Bucherer, already operates four boutiques in Manhattan. As it completes its new New York headquarters, the brand has ended its 45-year partnership with Wempe at 700 Fifth Avenue and plans to open a Brooklyn boutique, its fifth wholly owned store in New York.
The 1916 Company, another large U.S. retail partner of Rolex, has also signaled it wants to be part of the flagship race, as more retailers like Gearys in Beverly Hills vie for the right to operate multi-story Rolex-exclusive boutiques. In an interview with the Luxury Society Podcast released Monday, John Shmerler, CEO of The 1916 Company, said the company has the financial wherewithal to help grow or consolidate Rolex's network.
"We've expressed an interest to Rolex that we'd like to grow in the United States," Mr. Shmerler said. "Whether or not that's opening new doors, potentially finding acquisitions, if that's the case. We've built the foundation at this point to be able to grow."