Rolex and Rockefeller Center announced an exclusive partnership on Wednesday, unveiling a new Rolex clock above the Rockefeller Center Rink on 50th Street in Midtown Manhattan. "Today we are unveiling a new landmark for New Yorkers and visitors from around the world, the Rolex Clock above the Rink at Rockefeller Center," said E.B. Kelly, Senior Managing Director at Tishman Speyer and Head of Rockefeller Center.
The clock sits atop a new Art Deco-style visitor information center. Rolex's presence at one of New York's most recognizable landmarks is the latest sign of the brand's continued investment in its image, even as it generates record revenue. Rolex is also nearing completion of its new North American headquarters and renovated flagship store at 665 Fifth Avenue. "We are honored to partner with a brand of Rolex's stature, and we look forward to seeing the clock become a new symbol of New York," Kelly said.
To mark the event, Rockefeller Center replaced its usual flags with green Rolex flags around the plaza. Among those attending the unveiling were Arnaud Boetsch, Rolex Director of Communication and Image, and Luca Bernasconi, President and Chief Executive Officer of Rolex Watch U.S.A.
The clock is the latest example of Rolex's willingness to spend millions building its brand, despite already being the world's largest luxury watch seller and owner of one of the world's most recognizable logos.