When it comes to luxury watches and jewelry, London Jewelers owns the wealthiest hot spots of Long Island, NY, with its empire spanning from its flagship parade of boutiques in Manhasset and its spiritual home in Glen Cove over to the billionaire summer playgrounds of the Hamptons in the East.
The family-owned business, which celebrates its centenary next year, has been run by Mark and Candy Udell since the 1980s, and the next generation, Scott, Randi and Zach, have been integral to the firm since they started absorbing the wisdom and standards of their elders as toddlers around the breakfast table.
Its Manhasset luxury watch showrooms have been in a state of constant expansion and evolution over the past 40 years, culminating in the opening of an expanded and Rolex space earlier this year.
The jeweler’s relationship with Rolex began in 1975, and is considered a cornerstone partnership within the American watch industry.
In addition to its Rolex space in Manhasset, London Jewelers also runs a Rolex Boutique in Short Hills, New Jersey and, from this week, a brand new Rolex Boutique, which will take over the brand from its store in East Hampton.
Full details of the Rolex showroom have not yet been shared, but a post on Instagram by London Jewelers vice-president Scott Udell shows a two-floor property in the Colonial Revival style favored by well-healed New Yorkers building summer houses at the turn of the 20th century.
The shingle-clad house is set in beautifully landscaped gardens with seated areas nestling in the shade of mature trees.
A quick video tour of the property shows how far Rolex and its partners are pushing towards an entirely new and elevated experience for customers built around storytelling that links the history of the brand to its modern day precision watchmaking and the timepieces it creates.
The interior is as far away as a retailer can get from a traditional store environment and is as close as Rolex has come to creating its own version of Audemars Piguet’s AP House concept.
Entering from the garden through the house’s central front doors, visitors will be greeted by a concierge who will guide them into the building, which is divided up over two floors into rooms and areas where lounge seating, bars and banquets occupy the space between watch cabinets and displays set into the walls.
Some rooms and spaces are designed for intimate consultations, others are used to tell the Rolex story through pictures and exhibits.
The whole house is geared towards entertaining, which is unsurprising since that was likely its main purpose when it was built over a century ago.
Every room is bathed in natural light flowing across beautifully finished parquet floors. There are also links to the surrounding area including a depiction of the Hook Windmill, a local landmark in East Hampton.
Rolex works closely with retail partners on projects of this kind, and the choice of furniture and furnishings is from its most current collection.
Those green faux leather chairs appear to have been consigned to history in favor of more natural shades of tobacco and ivy.
Velvets and natural leathers soften the look and coordinate with truly epic slabs of dark green or brown marble.
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