WatchesApr 14, 2021
Rolex Rolls Out Its New Watches for 2021IndependentsMay 06, 2021
Boston Gets Its First Rolex Boutique Courtesy of Long’s Jewelers
It’s located in Long’s new boutique in the Back Bay neighborhood.
Long’s Jewelers is home to Boston’s first Rolex boutique.
Boston—Long’s Jewelers has announced it is opening a new boutique on Back Bay’s Newbury Street, one of Boston’s prime shopping locations.
The two-story location will house Bean Town’s first Rolex boutique.
“We are absolutely thrilled with the opportunity to open a Rolex Boutique in our cherished city,” Long’s Jewelers President Craig Rottenberg commented. “Like both Rolex and Long’s Jewelers, Boston is steeped in a heritage of tradition and innovation, making it an ideal location to bring both brands together. We look forward to welcoming clients into the beautifully designed space and providing them with a truly exceptionable Rolex experience.”
The 3,500-square-foot Long’s Jewelers location features an interior design reminiscent of the classic, elegant Rolex aesthetic, Long’s said.
Related stories will be right here …
The two-story location will house Bean Town’s first Rolex boutique.
“We are absolutely thrilled with the opportunity to open a Rolex Boutique in our cherished city,” Long’s Jewelers President Craig Rottenberg commented. “Like both Rolex and Long’s Jewelers, Boston is steeped in a heritage of tradition and innovation, making it an ideal location to bring both brands together. We look forward to welcoming clients into the beautifully designed space and providing them with a truly exceptionable Rolex experience.”
The 3,500-square-foot Long’s Jewelers location features an interior design reminiscent of the classic, elegant Rolex aesthetic, Long’s said.
Rolex watches are displayed in bronze trim showcases lined with taupe leather. An emerald green wall with a wave motif is an ode to the Rolex “Oyster” watch, the world’s first waterproof wristwatch.
This green color is an accent tone throughout the space, which mixes textures like walnut brown wood, beige-colored stone, and handcrafted stucco panels that imitate the Oyster watch’s fluted bezel.
The boutique has three double-height windows that fill the space with natural light. Upon entering, customers are greeted by a one-of-a-kind stucco wall depicting the Boston Public Garden bridge.
There is a sitting area for customers to relax and socialize on the ground floor, as well as a reception desk. The second floor has a private selling area for groups and a space for an in-house watch technician to do repairs.
The store’s façade features an ornamental screen and an exhibition display for seasonal décor.
Long’s Jewelers, which was founded in 1878 and is still family-owned and operated today, has six stores total in Massachusetts and New Hampshire.
The new Rolex location is located at 8 Newbury Street and is open now.
This green color is an accent tone throughout the space, which mixes textures like walnut brown wood, beige-colored stone, and handcrafted stucco panels that imitate the Oyster watch’s fluted bezel.
Emerald green is the store’s accent color.
The boutique has three double-height windows that fill the space with natural light. Upon entering, customers are greeted by a one-of-a-kind stucco wall depicting the Boston Public Garden bridge.
There is a sitting area for customers to relax and socialize on the ground floor, as well as a reception desk. The second floor has a private selling area for groups and a space for an in-house watch technician to do repairs.
Long’s Jewelers’ sixth location creates warmth through a mix of textures and materials.
The store’s façade features an ornamental screen and an exhibition display for seasonal décor.
Long’s Jewelers, which was founded in 1878 and is still family-owned and operated today, has six stores total in Massachusetts and New Hampshire.
The new Rolex location is located at 8 Newbury Street and is open now.
More on Independents
The Latest
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
