Rolex is moving into a brand new 25-storey headquarters in the heart of Manhattan.
The building, on the corner of 5th Avenue and 53rd Street, is on the same plot as the existing Rolex office, which has stood there since the 1970s.
It is being designed by London-based architect David Chipperfield, which won a competition to land the deal.
As well as new office areas for staff and tenants, the new building will have a Rolex store at ground level.
No details have been reported on plans for a Rolex store which, if owned and operated by Rolex, would be a first for the United States. All other Rolex boutiques are run by retail partners.
Renderings of the winning design show the Rolex showroom with vast ceiling heights over two floors, although it could be a street-level entrance to a customer service center when finally built.
“We are proud to have been selected to design the Rolex USA headquarters building. The building will provide brand experiences across a wide range of company’s interests and become an important symbol of Rolex’s commitment to quality, precision and excellence,” says David Copperfield. “Our team is committed to creating an exemplary building befitting the heritage and culture of the Rolex brand, as well as its prominent 5th Avenue location.”
The building is stepped as it rises, so that outside space is created on several levels.
Corrugated windows rise vertically all the way up the building, giving a hint of a visual reference to the edge of a Rolex watch’s bezel.