Swiss luxury has landed in Manhattan’s favorite shopping district with the launch of the Rolex Boutique Meatpacking District. Nestled alongside trendy shops, eateries and iconic Manhattan landmarks such as the High Line and the Whitney Museum of Art, the new store offers 4,000 square feet of elevated retail at 29-35 9th Avenue.

Together with iconic retailer Tourneau | Bucherer, Rolex invites collectors, connoisseurs and shoppers in search of a keepsake watch to indulge in the legendary prestige of Swiss timekeeping. The Meatpacking District space is designed in a modular pattern with column gridlines, while retaining some of the historic building’s original aesthetics to effortlessly guide visitors through the collections.

A New Store Design In The Rolex Boutique Meatpacking District

Modernism and traditionalism intertwine in the new Rolex Boutique, combining unique and industrial elements to reflect the spirit of the brand while adapting to the Meatpacking District neighborhood.

Every element of the interior design is carefully thought-out to feature an aesthetic that radiates the values of the Rolex crown. Components such as elegant lighting and floating glass displays highlight the beauty found within every Rolex watch, displayed in refined showcases lined with taupe leather and finished with bronze trims.

The Meatpacking District boutique offers a play on textures from the American walnut wood used to create the grid ceilings, to terrazzo flooring and Travertine walls. This artful blend of new-world and European materials emphasizes the unique nature of shopping Rolex timepieces in partnership with the Tourneau | Bucherer mission. The terrazzo stairs join a floating terrazzo ledge, which winds its way around the entry space.

Finally, visitors are drawn to follow the terrazzo stairs to a second-floor customer lounge, which is anchored by a unique ‘Verdi Alpi’ marble wall. The marble complements a custom stucco design inspired by both the New York skyline and timekeeping — a feature unique to the new Manhattan location.

Distinguished Rolex Collections Available At The New Meatpacking District Boutique

The impressive store design at the Rolex Boutique Meatpacking District is paralleled only by the exquisite Rolex collections available within. Timepieces from each iconic collection are displayed throughout, including the Datejust — a classic watch of reference — and the Day-Date — the ultimate watch of prestige.

For visitors in search of a sporting style, the Rolex Explorer, Submariner or Cosmograph Daytona each offer impressive functionality. Meanwhile, travelers may take interest in other icons including the GMT-Master II or the Yacht-Master, which are nestled alongside other impressive Rolex creations including Oyster Perpetual, Cellini, Sea-Dweller and more must-see models.

Discover The Tourneau | Bucherer Advantage At The Rolex Boutique Meatpacking District

Tourneau | Bucherer is proud to host the new Rolex boutique, bringing unparalleled service and a unique know-how in the worlds of retail, watch and jewelry. With a combined 200 years of experience, the newly-joined companies integrate Swiss timekeeping expertise with American hospitality, resulting in a dedicated commitment that is deeply rooted in trust, shared values and unexpected yet enjoyable twists.


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