Recently Rolex opened its first Rolex boutique in New York and of course its located on the very tony 5th avenue at 53rd street.
Since Rolex doesn’t distribute their own watches, they chose longtime retail partner Wempe Jewelers to manage the store. Certainly you can buy a Rolex around town but then you wouldn’t get the Wempe/Rolex boutique experience.
Wempe was chosen in New York to handle the brand because of their longstanding association with Rolex. Mr. Wempe first introduced the brand in Germany, starting with just 12 watches. Rudiger Albers, President of Wempe, explains that the company spells Service with a capital S. “Our consistent thrive for perfection in everything we do has awarded us this wonderful opportunity,” he says.
The boutique attempts to stock all the models in production so you can choose from over 600 watches throughout the shop. The boutique is the first to get all the Basel novelties.
They even have the most exclusive examples that other retailers have a hard time getting their hands on like this No-Date Sub that Maria, the lovely manager, snuck out to show me. The four the boutique had were sold out immediately and this one isn’t for sale, but display purposes only.
Chocolate brown on a Daytona is a fan favorite. This one is still available.
As is this rose gold model matched with a rose gold bracelet.
Before the release of the Skydweller Annual Calendar this year, the Yachtmaster II was the most complicated watch in Rolex’s lineup. Can you name the most complicated watch Rolex ever produced?
Here’s a glammed up GMT Master II. Because of the expense of stocking these, you can’t see this model at any old retailer. If you’ve been looking for this one, here it is! Otherwise it’s there to ogle and fondle all you want.
Check out this iced-up Datejust Special Edition with fancy patterned dial and bracelet.
Rolex likes the Special Edition Datejust so much they put its picture on the boutique’s wall.
The boutique also has a watchmaker on staff to help with repairs. It’s convenient being in the Rolex building. More complicated issues are sent up to the 5th floor.
You can really feel the employees’ passion for Rolex and their team spirit. Inside the boutique you will feel all warm and fuzzy from the care and service. It’s a must-see if you live in New York or plan to visit.