Gearys president and CEO Tom Blumenthal was kind enough to take me on a hard hat tour of a construction site on Rodeo Drive last year that has now become side-by-side monobrand boutiques for Rolex and Patek Philippe.
Inexplicably, the official opening of the showrooms has been subjected to a strange media blackout, with follow-ups from WatchPro bounced over to Rolex and Patek Philippe’s US teams.
Patek Philippe’s response was that news would be released soon, but only to regional media; presumably newspapers and local lifestyle titles.
Rolex was more forthcoming so, even though this opening took place at the back end of last year, the completionist in me is compelled to share the news and pictures.
At 6,200 square feet of retail space, the boutique is the largest for Rolex in the United States, overtaking Long’s Jewelers 4,600 square foot monobrand store in Boston.
Gearys’ hold on the title will be reclaimed by the new Fifth Avenue flagship that Rolex is opening in New York at the end of next year.
“The new Gearys Rolex Boutique on Rodeo Drive truly highlights the precision and attention to detail that Rolex is known for,” Mr Blumenthal says.
“Rodeo Drive has always been a destination for those seeking quality craftsmanship, fashion, and luxury. This beautiful boutique allows us to deliver a client experience that is every bit as exciting as wearing a Rolex,” he adds.
Entering the showroom under a towering green glass façade, customers can climb a spectacular spiral staircase that links all three floors (there is also an elevator).
The ground floor has a feature wall with custom artwork of the Los Angeles skyline in California sunset colors.
Up to five watchmakers are in permanent residence on the second floor to provide after sales service and repairs.
They are housed in a circular wood and glass-walled space so that customers can hang out in an elegant seating area and watch the engineers at work.
They are also provided with a showcase of Rolex’s history and modern day initiatives like its Planet Perpetual initiative that supports environmental causes.
If total immersion in the world of Rolex has punters gasping for air, they can make their way up to a rooftop terrace with spectacular views over LA.
The rooftop, which is about the size of half a tennis court, is shared with Gearys’ neighboring Patek Philippe boutique.
Rolex on Rodeo Drive
