Gearys CEO Tom Blumenthal, right, and Jean-Frédéric Dufour. (Credit: Bianca Heyward)
After a five-year project to establish a stronger presence on Rodeo Drive in Beverly Hills, Rolex unveiled its new boutique on Wednesday at 312 N. Rodeo Drive, the former location of Dolce & Gabbana.
In a rare appearance for a store opening, Rolex CEO Jean-Frédéric Dufour and tennis icon Roger Federer traveled from Switzerland to celebrate the brand’s newest addition which will be operated by Gearys.
The new three-story building features a rooftop terrace, a wall depicting the Los Angeles skyline, a green marble bar and a circular wood staircase connecting all three levels. Rolex surfboards hanging on the wall complete the decoration.
The 6,200-square-foot boutique is the latest example of Rolex concentrating its presence into bigger but fewer locations. On Thursday, Watches of Switzerland Group president Brian Duffy said a 6,000-square-foot, three-story Rolex boutique is on schedule to open in March 2025 on Bond Street, in London, the retailer's largest Rolex showroom yet.