Rolex’s 5th Avenue flagship will open at the end of 2026, the company’s CEO Jean-Frédéric Dufour told WatchPro at the opening of a new showroom on London’s Bond Street this week.
Rolex’s communications team later confirmed the timeline.
Mr Dufour also said that the decision has been made on who will run the Manhattan flagship at 5th Avenue and 53rd Street, but would not make it public until nearer the opening date.
Since Rolex acquired Bucherer in 2023, it has been widely expected that it will get the nod to run the New York store.
Rolex ran its own retail at the foot of its New York headquarters building before it was demolished to make way for a 30-story building that will have around 200,000 square feet of office and retail space for the watchmaker.
The Rolex flagship will occupy a massive 43,000 square feet over four floors, making it the largest in the world; more than four times larger than the current record holder in Dubai.
Designed by architect David Chipperfield, the entire tower aims to be the most environmentally sustainable new-build tower in New York.
