Inside the New London Jewelers Rolex Boutique in East Hampton

We saw on social media earlier this month that London Jewelers and Rolex came together out East this summer to celebrate a major moment for both brands: the opening of the new London Jewelers Rolex Boutique on the iconic 28 Newtown Lane in East Hampton, New York. A 4,800-square-foot space that redefines luxury retail for watch enthusiasts, the Rolex boutique is housed in the historic Odd Fellows Hall, a landmark designed in 1897 by architect Joseph Greenleaf Thorp as a summer cottage (formerly home to Chanel’s ephemeral boutique). For over a century, this site has served as a cultural, social, and commercial hub, and now it offers a refined stage for exploring Rolex’s storied universe.

The boutique’s exterior preserves the classic Hamptons aesthetic—gray cedar shake siding, white-framed windows, and meticulously curated landscaping—setting a tone of relaxed sophistication. Inside, every detail reflects Rolex’s precision. A Verdi Alpi marble anchor wall, etched with a fluted pattern reminiscent of the brand’s iconic bezels, greets visitors on each level, signaling the start of an immersive journey. American Walnut panels and parquet flooring, paired with plush area rugs, create a warm, coastal-inspired ambiance, while beige and cream tones, accented with subtle Rolex green, balance elegance and ease.

Natural light floods the space, amplified by custom fixtures inspired by the Rolex Cyclops lens, illuminating timepieces displayed in beige leather-lined showcases with bronze trim. These displays highlight everything from the robust Submariner to the elegant Datejust, each presented with reverence. Custom wall stuccos weave in Rolex’s artistry alongside local motifs, notably the historic Hook Windmill, grounding the boutique in East Hampton’s identity. Bookshelves stocked with Rolex literature invite deeper exploration of the brand’s innovations, from the Oyster case to the Perpetual movement.

Private and semi-private consultation spaces cater to collectors seeking personalized engagement, whether deliberating over a GMT-Master II’s dual-time functionality or the Yacht-Master’s nautical precision. A second-floor terrace overlooking a curated garden offers a serene setting for client events, elevating the experience beyond retail.