WatchesNov 14, 2024
Grand Seiko Partners With Ben Bridge on First Hawaii Store WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo Drive
Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
Gearys, a 95-year-old retailer based in Beverly Hills, California, has opened a new Rolex boutique on Rodeo Drive.
Beverly Hills, Calif.—There’s a new Rolex boutique on Rodeo Drive, as Gearys has opened a 6,200-square-foot store in the heart of Beverly Hills.
“The new Gearys Rolex Boutique on Rodeo Drive truly highlights the precision and attention to detail that Rolex is known for,” said Thomas J. Blumenthal, president and CEO of Gearys.
“Guests to the boutique will have the opportunity to experience firsthand the impeccable service that goes hand in hand with selecting, purchasing, and maintaining a Rolex timepiece.”
Founded in 1930, Gearys is known for its luxury offerings, including watches, jewelry, and home goods.
The retailer has five stores: the new Rolex boutique on Rodeo Drive, plus Gearys Beverly Hills on North Beverly Drive, Rolex boutiques in Century City and Santa Monica, California, and a Patek Philippe boutique on Rodeo Drive.
The new Rolex boutique features a custom green twisted-glass decorative façade with a wave motif that gives a nod to Rolex’s connection with the ocean, said Gearys.
The interior design is an ode to Rolex’s elegant aesthetic, from the colors chosen to the patterns of the fittings and furniture.
Guests entering the store are met by a circular staircase, also inspired by ocean waves, which allows access to all three levels.
A feature wall highlights a custom stucco of the Los Angeles skyline, with colors mimicking a California sunset. A green marble wall pays homage to Rolex’s signature color.
The watches are housed in marble or wood showcases, lined with beige leather and finished with bronze trim, with careful attention to lighting.
“The new Gearys Rolex Boutique on Rodeo Drive truly highlights the precision and attention to detail that Rolex is known for,” said Thomas J. Blumenthal, president and CEO of Gearys.
“Guests to the boutique will have the opportunity to experience firsthand the impeccable service that goes hand in hand with selecting, purchasing, and maintaining a Rolex timepiece.”
Founded in 1930, Gearys is known for its luxury offerings, including watches, jewelry, and home goods.
The retailer has five stores: the new Rolex boutique on Rodeo Drive, plus Gearys Beverly Hills on North Beverly Drive, Rolex boutiques in Century City and Santa Monica, California, and a Patek Philippe boutique on Rodeo Drive.
The new Rolex boutique features a custom green twisted-glass decorative façade with a wave motif that gives a nod to Rolex’s connection with the ocean, said Gearys.
The interior design is an ode to Rolex’s elegant aesthetic, from the colors chosen to the patterns of the fittings and furniture.
Guests entering the store are met by a circular staircase, also inspired by ocean waves, which allows access to all three levels.
A feature wall highlights a custom stucco of the Los Angeles skyline, with colors mimicking a California sunset. A green marble wall pays homage to Rolex’s signature color.
The watches are housed in marble or wood showcases, lined with beige leather and finished with bronze trim, with careful attention to lighting.
The interior of the new Rolex boutique on Rodeo Drive is a nod to the watch brand’s elegant aesthetic, said Gearys.
The circular staircase was inspired by ocean waves, as is the building’s façade.
A custom stucco of the Los Angeles skyline greets guests on the first floor.
The second floor of the space houses the Aftersales Service area.
The 6,200-square-foot space pays homage to Rolex’s colors, like in the surfboards on the wall.
Guests will find green accents and a fluted pattern throughout the three levels.
The second floor is home to Aftersales Service area, as well as several watchmakers on hand to assist clients.
The cylindrical space provides guests the opportunity to see the watchmakers at work.
The second floor also has a seating area and shelves decorated with items that invite guests to learn more about the brand’s history.
Five featured areas share information on the company, the product, the brand’s support of sports and the arts, and “Perpetual Planet,” its conservation efforts.
There are also private spaces on the second floor for guests considering a purchase while the rooftop area is a space for clients to relax and socialize.
Editors' Picks
Sponsored by
More on Watches
The Latest
SourcingFeb 20, 2025
Anglo Writes Down Value of De Beers by $2.9B As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.
SourcingFeb 20, 2025
Harry Winston’s Son Donates Fancy Red Diamond to the SmithsonianRonald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.
SourcingFeb 20, 2025
GJEPC Names New Chairman, Vice ChairmanKirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.
Brought to you by
Get Ready for the JA New York Spring ShowThis year will feature a new MJSA Showcase and partnership with Piazza Italia.
IndependentsFeb 20, 2025
IJO Elects 4 New Board MembersAlisha Cornett, Nic Faini, Eric Stevens, and Seth Shipley have joined the organization’s board of directors for a three-year term.
Weekly QuizFeb 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeFeb 19, 2025
Brink’s to Pay $42M After Admitting to Illegally Transporting MoneyThe company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.
SourcingFeb 19, 2025
Diamond Mining Company CEO Steps Down Amid Sales Slump, LayoffsPetra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on PinterestPinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
MajorsFeb 19, 2025
Cartier Opens New Store Inside LAXThe boutique is the French luxury brand’s first airport store on the West Coast.
CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande CollabThe store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.
Policies & IssuesFeb 18, 2025
New Customs Requirements for Diamond Imports: What We KnowBeginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.
AuctionsFeb 18, 2025
A Menagerie of Fabergé Coming to Sotheby’sAround 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.
SourcingFeb 18, 2025
Celine Assimon Stepping Down as CEO of De Beers JewellersAssimon will be leaving at the end of February after nearly five years with De Beers.
CollectionsFeb 18, 2025
Tabayer Debuts Its First Men’s Jewelry SelectionsDesigns from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.
SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana SapphiresThe wholesale collection features material from the Rock Creek mine in a variety of colors.
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ StarThe “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ RingShow some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting EdgeAGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
CollectionsFeb 13, 2025
Royal Chain Releases Its Spring 2025 CatalogMore than 400 new pieces are featured in the supplier’s latest catalog.
TrendsFeb 13, 2025
Amanda’s Style File: Hearts for Valentine’s DayThis curation celebrates love with heart-shaped jewelry of all shapes and sizes.
Policies & IssuesFeb 13, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsFeb 12, 2025
5 Engagement Ring Trends Expected to Rule 2025From chunky bands to vintage diamond cuts and bezel settings, these are the trends experts are seeing take over the bridal market.
EditorsFeb 12, 2025
Q&A: Marion Fasel on the History of Diamond Engagement RingsFasel discusses researching her new book, the most enduring engagement ring styles, and the diamond shape Taylor Swift will pick.
CollectionsFeb 12, 2025
De Beers Jewellers’ New High Jewelry Pays Homage to the Beauty of TreesThe “Essence of Nature, Chapter One” collection echoes trees and roots, literally and figuratively, through three sets of high jewelry.
