America’s biggest Rolex store opening rescheduled for February


The biggest Rolex store in the United States, which will be owned and operated by Long’s Jewelers in Boston, is now expected to open in February.

Originally planned for 2020, logistics and construction have been slowed down by the complexities of working in a world hamstrung by the covid pandemic.

Long’s CEO Craig Rottenberg updated WatchPro today with news that the opening is now penciled in for mid-to-late February.


It is located at 8 Newbury Street, nestled between luxury stores for Bulgari and Chanel.

Long’s is opening the largest Rolex boutique in the United States at 8 Newbury Street, at the heart of Boston’s luxury retail district.

Boston remains open for business for non essential retailers like jewelers and watch showrooms, but activity is still subdued, according to Mr Rottenberg.

“The state and the city are still open for business. Restrictions are in place which have the most impact on restaurants. The mood is concerned but hopeful that there is a light at the end of the tunnel,” he describes.

Long’s Rolex showroom will comfortably be the largest in the United States, beating a 3,000 square foot space within the Wynn Resort in Las Vegas run by The Watches of Switzerland Group.

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