London Jewelers has opened a monobrand Rolex boutique in The Mall at Short Hills, New Jersey’s most prestigious retail destination.
Short Hills is one of the most affluent commuter communities in New Jersey thanks to open green spaces and train and road links to Manhattan, which is little more than an hour away.
It is among the wealthy enclaves of Western Essex County, which includes Livingston, West Caldwell, South Orange, Maplewood, Millburn, North Caldwell, and Essex Fells.
That is the sort of customer base familiar to London Jewelers, which has six luxury watch and jewelry showrooms, one in Manhattan and five across Long Island, NY.
London Jewelers Manhasset flagship has bridal, giftware and multibrand areas for jewelry and watches, shop in shops for Rolex, Patek Philippe, Bulgari and Chanel, plus standalone boutiques for Audemars Piguet, Cartier, David Yurman and Van Cleef & Arpels.
The business is also expert in the luxury retail scene in and around Short Hills, having run a Van Cleef & Arpels boutique in The Mall for 11 years now. That boutique is directly across from the new Rolex boutique.
“Rolex’s unparalleled expertise in the world of fine timepieces matched with our experience operating in the retail landscape of Northern New Jersey makes this the perfect partnership to extend the reach of our brands together,” says London Jewelers CEO Mark Udell.
The new Rolex boutique in Short Hills occupies 3,000 square feet within the indoor mall, which is also home to the likes of Bulgari, Breitling, Cartier, Chanel, Christian Louboutin and Dior.
Family-owned London Jewelers, which was founded in Glen Cove on Long Island in 1926, has been working with Rolex for almost half a century, and is one of the brand’s most passionate supporters.
“After 45 years as an Official Rolex Jeweler, we are honored to be taking this step in partnership,” says Candy Udell, president of London Jewelers. “Our fourth generation – Scott, Randi and Zach – are excited to continue building our future with Rolex upon the foundation we have established,” she adds.
The Short Hills Rolex boutique adopts the brand’s aesthetic and values with precision and attention to detail carefully calibrated across colors and patterns in the fittings and furnishings.
Double–aspect windows give a view into the store with a striking emerald wall with Rolex’s wave motif referencing the iconic Oyster Perpetual.
The store has showcases lined with taupe leather and finished with bronze trims while American walnut wood, travertine flooring and hand-crafted stucco artwork, accentuate the different spaces for casual seating and sales areas.
The rear of the store has a luxurious private consultation space and an area for an in-house watch technician to complete service requests.