LOS ANGELES, CA – The new Rolex Boutique, operated by luxury retailer Gearys, officially opened its doors on Dec. 4 at 312 N. Rodeo Drive, marking a significant addition to Beverly Hills’ renowned luxury shopping district.
Spanning 6,200 square feet, the boutique features a striking green twisted-glass façade inspired by Rolex’s iconic Oyster watch design. The project, which began over five years ago, reflects the brand’s ambition to enhance its presence on Rodeo Drive.
“This project started a little over five years ago when Rolex wanted a bigger presence on Rodeo Drive,” said Tom Blumenthal, President and CEO of Gearys. “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.”
The boutique, previously occupied by Dolce & Gabbana, underwent significant renovations, including the addition of a third floor and rooftop terrace. The design process took three years, while construction was completed in 18 months.
Inside, the boutique boasts luxurious details such as green marble walls, a green marble bar, and a circular wood staircase connecting its three levels. A stucco wall showcasing the Los Angeles skyline adds a unique local touch. On the second floor, customers can access a cylindrical after-sales service area, where watchmakers are available to assist with maintenance and repairs. The rooftop terrace on the third floor is reserved for private events and VIP clients.
The boutique also highlights Rolex’s most sought-after timepieces, including rare off-catalog models and gem-set watches, further emphasizing the exclusivity of the brand.
To celebrate the grand opening, part of Rodeo Drive was closed for an evening event attended by city officials, dignitaries, and special guests. Tennis legend Roger Federer, a long-time ambassador for Rolex, made a notable appearance at the festivities.
“This partnership with Rolex has been wonderful,” Blumenthal added, reflecting on the 25-year relationship between the luxury watchmaker and Gearys.
The opening underscores Rolex’s dedication to blending timeless design with innovative luxury, further cementing Rodeo Drive’s status as a global hub for high-end retail.
