London Jewelers has unveiled its latest Rolex boutique in East Hampton, New York, reinforcing the company's commitment to delivering exceptional luxury retail experiences. The new location aims to provide customers with more than just premium timepieces—it offers a comprehensive luxury shopping journey designed to engage all the senses.

With a sophisticated coastal design, the boutique's interior showcases a thoughtfully curated aesthetic featuring rich American Walnut wall panels and matching parquet flooring, complemented by luxurious area rugs that create an inviting, coastal-inspired atmosphere. The design palette emphasizes natural materials and warm neutral tones of beige and cream, establishing an environment that balances elegance with relaxed sophistication. Strategic green accents throughout both floors pay homage to Rolex's signature brand colors.

Abundant natural light floods the space, working harmoniously with custom-designed light fixtures inspired by Rolex's distinctive Cyclops lens feature. This carefully orchestrated lighting system ensures optimal presentation of the timepieces within their premium display cases, which are finished with beige leather interiors and bronze detailing.

The boutique features custom wall treatments that blend horological artistry with local cultural elements, including artistic representations of the historic Hook Windmill—a nod to East Hampton's heritage. Curated bookshelves display publications from the World of Rolex collection, while designated private and semi-private consultation areas facilitate personalized customer experiences.

A second-floor terrace overlooks a meticulously designed garden space, providing additional opportunities for client entertainment and exclusive events. These varied environments throughout the boutique ensure that every interaction with the Rolex brand reflects the company's commitment to excellence, precision, and unmatched quality.

“We are privileged and grateful to have partnered with Rolex for over 50 years on Long Island,” said Mark and Candy Udell, CEO and President of London Jewelers. “It is truly our greatest honor to be part of the Rolex family with the opening of this unique boutique in one of the most prestigious communities in the world. This moment marks a true milestone for us.”

The East Hampton location showcases Rolex's complete collection of prestigious timepieces, backed by the Swiss manufacturer's century-long reputation for precision and craftsmanship. Each Rolex watch features movements certified by COSC—Contrôle Officiel Suisse des Chronomètres—and undergoes additional in-house testing to meet Rolex's Superlative Chronometer standards, indicated by the brand's distinctive green seal.

Founded on the principle of "perpetual excellence" by Hans Wilsdorf, Rolex has maintained its position as a leader in horological innovation since its establishment. The company pioneered groundbreaking developments, including the waterproof Oyster case in 1926 and the self-winding Perpetual rotor mechanism in 1931. With over 600 registered patents throughout its history, Rolex continues to design and manufacture the majority of its components across four Swiss facilities, with a fifth location scheduled to open in 2029.

Beyond watchmaking, Rolex actively supports initiatives in arts, culture, sports, exploration, and environmental conservation.

The new boutique represents London Jewelers' ongoing expansion and dedication to bringing world-class luxury retail to the Hamptons community in partnership with Rolex.

Rolex Boutique London‬ | 28 Newtown Lane, East Hampton, New York 11937 U.S.A |

More info on Rolex here.