Long’s Jewelers will open a 4,600 square foot Rolex showroom in Boston this December, the largest in the United States, according to chief executive Craig Rottenberg.
The store was slated to open earlier this year, but the ribbon-cutting had to be pushed back because of covid restrictions.
It is located at 8 Newbury Street, nestled between luxury stores for Bulgari and Chanel.
The site was originally built in the 1920s with a Rolls Royce showroom at street level and can count Cartier, Richard Mille, Tiffany & Co. and Van Cleef & Arpels as near neighbors.
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.
It may not hold the record for long because there will be a new Rolex showroom run by Wempe on the ground floor of a new Rolex USA headquarters building on the corner of Fifth Avenue and 53rd Street in New York. The whole building has 165,000 square feet of space over 25 floors.
Architectural drawings show Rolex occupying the first two stories, potentially totaling over 13,000 square feet, although no details have been revealed about how much of the space will be devoted to retail for Rolex.
Long’s site for the new Rolex boutique in the exclusive Back Bay neighborhood of Boston was bought this summer for $42.45 million by Corso and GLL Real Estate Partners. The lease for the Rolex boutique was already secured before the building changed hands.
Mr Rottenberg could not give a firm date for opening the showroom, but told WatchPro this week he expects it to be in December.
Read the full interview with Long’s chief executive Craig Rottenberg in the upcoming December edition of WatchPro and online at USA.WatchPro.com.