Newton’s Jewelers in Fort Smith is expanding its Rolex display area, as part of a nationwide branding effort by the watchmaker.
The refurbishment comes as part of Rolex’s nationwide program to create a consistent image with all its dealers, with stores themselves funding the projects.
The project will give the Rolex area around 400 square feet to show off 20 to 25 percent more watches than already carried at Newton’s in Fort Smith.
“It’s going to be gorgeous,” Newton’s said of the update to add more space for Rolex watches.
Newton’s owned 16 stores at one point, including two in Fort Smith, two in Joplin, one in Wichita, Kan., six in Iowa and one in Texas. The business celebrated its 100th anniversary in 2014.