18-03-2025
Good Timing: The New Gearys Rolex Boutique Raises the Bar
Even from the outside, shoppers can tell they're in for something luxurious at the 6,200-square-foot Gearys Rolex boutique at 312 N. Rodeo Drive. The grand storefront clad in green marble boasts the brand's crown logo and a green twisted-glass façade — the waves referencing Rolex's deep relationship with the ocean, which also inspired the first waterproof wristwatch, the Oyster, launched in 1926.
Luxury retailer Gearys also operates the new adjacent Patek Philippe shop, in addition to Gearys Beverly Hills, and Rolex boutiques in Century City and Santa Monica.
Upon entering Rolex's new Beverly Hills home, a feature wall with gold fluting displays a custom stucco mural of the L.A. skyline, complete with the Academy Museum, Hollywood Sign and colors of a California sunset. A circular wooden staircase topped with a suspended chandelier serves as a dramatic centerpiece, and leads guests to the other two levels.
Rolex watches are displayed like art in marble and wood cases — spotlighting classics like the Datejust, and the latest releases of other favorites, such as the Day-Date with new ombré dials and Oystersteel versions of the Oyster Perpetual GMT-Master II.
Upstairs, green marble walls and surfboards further celebrate the sea, and a bar offers drinks including three bright specialty juices. Behind a plush seating area, shelves showcase watch parts and memorabilia (from a globe to photos of Oscar winners) that speak to the brand's history and ties to the arts, sports, entertainment and the Perpetual Planet conservation initiative.
From a cylindrical Aftersales Service space, watchmakers assist clients, and additional private spaces accommodate VIPs — as does a private entrance via a back elevator.
The stylish rooftop is a perfect place to enjoy a snack (a private chef is on hand, preparing daily dishes and freshly made desserts) — or to lounge outdoors on green and pink woven chairs over views of Rodeo Drive.
