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.

“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.
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.
The Latest

Sponsored by the Gemological Institute of America

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The company failed to file its quarterly reports in a timely manner.


The organization also announced its board of directors.

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.