Rolex is planning a new boutique in downtown Bellevue, Washington.

Rolex filed building permits with the City of Bellevue to open a new location at The Shops at The Bravern, according to Downtown Bellevue, based on city records.

The Bravern is a luxury mixed-used development in Bellevue, Washington, with a European-style village theme, featuring luxury residences, Class A office space, and boutiques by luxury brands such as Prada, Gucci, Hermés, Omega, Louis Vuitton, Leica, Bottega Veneta, and Moncler.

Rolex will reportedly be taking over a space formerly occupied by Wolford, a luxury women’s lingerie brand, on the main level of the shopping center.

The leading Swiss watchmaker by sales revenue, Rolex, has been expanding rapidly, even in spite of economic headwinds in the US. They’re in the process of opening a new boutique in Williamsburg, which is the first standalone boutique in Brooklyn.

Rolex Denver, run by The 1916 Company, is close to completing an expansion of its monobrand boutique, that’s connected to the longstanding, former Hyde Park multi-brand store, which will result in approximately double the square footage.

In addition to the new Denver Rolex boutique, The 1916 Company, which also has flagship Rolex Official Jeweler locations in Philadelphia, Scottsdale, Baltimore, Ardmore, Newport Beach, and Newark, has a new multi-brand store, anchored by Rolex, coming to Manhattan Beach in 2026.

Earlier in the year, on Rodeo Drive, Rolex of Beverly Hills, run by Gearys, unveiled a brand-new, prominent, two-story boutique.

Another brand new two-story flagship Rolex boutique, opened in the Miami Design District, run by the owners of CD Peacock, earlier this month. CD Peacock opened a massive 20,000 square foot multi-level, multi-brand retail location in Chicago last year, and it features a two-story Rolex boutique.

Davidson & Licht, located in the San Francisco area of Walnut Creek, has an all-new two-level Rolex Official Jeweler, that carries multiple luxury watch brands, which opened this month.

Alvin Goldfarb Jeweler recently closed its former Rolex anchored Bellevue location, and Ben Bridge has a strong presence in the Washington state, and it’s unclear if Rolex’s Bucherer division, or another retailer will manage the new Bellevue location. We’ve reached out to Rolex for comment.

Between 2024 and 2025, Rolex also opened significant boutiques in Ginza, Tokyo, London, England, and Toronto, Canada.

However, in one case, Rolex pulled out one of its longtime partner stores Wempe Fifth Avenue, in anticipation of its most ambitious project, that’s scheduled to open in 2026: Rolex Fifth Avenue. First announced in 2019, Rolex’s knockdown rebuild of its longtime Manhattan headquarters, located at the corner of Fifth Avenue and 53rd Street, which consists of 200,000 square feet of office and retail space and that stretches into the sky 28-stories, will house the Rolex USA headquarters, including Tudor USA, a massive service center, and what’s likely to become the biggest Rolex boutique in the world on the first four levels.