Rolex is revealing its latest New York City retailer at present. The 4,000-square-foot boutique, positioned within the Meatpacking District at 29-35 Ninth Avenue, additionally consists of the primary Tudor Watch boutique within the U.S.
The two-in-one retailer sees Rolex and Tudor every having their very own entrances, however with the models linked inside.
The duo of boutiques has been opened in partnership with Tourneau, which as reported by WWD will transition its title over the following 12 months to Bucherer following the U.S. retailer’s acquisition by the Swiss effective jewellery and watch retailer.
Tourneau chief government officer Ira Melnitsky stated, “Rolex has been a valued partner for many decades and it’s our honor to partner with both Rolex and Tudor on these two new boutiques. The fact that this is the first Tudor boutique in the U.S. makes us especially proud.”
A Tudor spokesperson added in an announcement: “Tudor is excited to work with long-standing retail partner, Tourneau, to open our first boutique in New York City. The New York City boutique will further cement a strong presence in the U.S. for Tudor as well as expand our brand awareness and network.”
Rolex operates a Fifth Avenue boutique in partnership with Wempe, and has one other unit in Hudson Yards.
The transfer represents a brand new luxurious push within the Meatpacking District, which after a interval of mass market retail is returning to a higher-end attraction. New tenants there embrace Bally, Loro Piana and Hermès. Many say they’ve been lured there by experiential neighbors like effective eating places and The Whitney Museum of American Art.
“I’m a New Yorker and I think all of us New Yorkers know the Meatpacking District well. It’s increasingly more luxurious with brands being pulled down there. We love the location — it took a long time of us looking and I think it’s a place that’s underserved for our category,” Melnitsky stated final month.
Both sides of the shop have a clubhouse-type vibe with wooden furniture, however Rolex’s portion — with its leather-based furnishings and cigar room atmosphere — feels barely extra luxurious than the Tudor half, which boasts sporty crimson accent lights and athletic memorabilia.
“The design is unique to each brand and true to their respective DNAs; however, you will definitely find the influence of the Meatpacking District and a strong focus on hospitality within both boutiques,” Melnitsky added of the design.