Rolex continues its flagship expansion across the world, refining its retail footprint by building prominent stores while terminating contracts with smaller multi-brand jewelers. From Rodeo Drive (2024) to Bond Street (2025), the Ginza district (2024) and Galleria Vittorio (2024), the brand has recently had a string of grand openings for new multi-level, Rolex-exclusive boutiques.
Most recently, it opened Canada’s largest boutique in Montreal, in 2025, while in the U.S. it added new boutiques in East Hampton (2025) and the Miami Design District (2025), and has acquired a building in Brooklyn for a future multi-level flagship, as reported by Coronet in October. The brand is also set to open its new 28-story American headquarters later this year. In Europe, Coronet has further reported on plans for new multi-level boutiques in Düsseldorf and Luxembourg.
In Munich, Rolex’s newest German boutique, rivaling the size of its London flagship on Bond Street, is just weeks away from opening. While little information has been disclosed so far, Munich-based vintage specialist MUC Watch, whose offices are located just across the street, provided Coronet with photos showing Rolex showcases being moved in last week. The activity is a sign that the opening is approaching after two years of construction. The new multi-level boutique, located on Perusastraße, will be Germany’s largest and will be operated by Bucherer.
Future Rolex boutique in Munich. (Photo credit: MUC Watch)
Elsewhere in Germany, Rolex plans to revamp its headquarters in Cologne, as reported by Coronet in October. Rolex Deutschland GmbH, the wholly owned subsidiary responsible for distributing Rolex products across Germany, intended to demolish and rebuild its headquarters. The company has since disclosed that it will instead preserve the existing structure, located near a 17th-century church, a decision it describes as more sustainable. “For us, renovation, from both an ecological and economic perspective, represents the more sustainable alternative to demolition and new construction,” a Rolex representative said.