Rolex’s longtime US Headquarters — currently being rebuilt from the ground up — is approximately halfway done.

In 2019, Professional Watches reported that the United States Rolex HQ, located at 665 Fifth Avenue, at the corner of 5th Avenue and 53rd Street (in Midtown Manhattan), would undergo a massive construction project from scratch, demolishing the existing 12-story building and raising it to 25 stories — and 165,000 square feet of retail and office space.

That project is well underway, and New York Yimby (a real estate, architecture, and construction publication) recently reported that the Rolex 665 Fifth Avenue project is approximately halfway done.

Rolex is the world’s leading luxury watchmaker, and the 5th Avenue location is the flagship in the company’s most lucrative market, the United States, making this project incredibly important to the Swiss-based company. The completion date is not yet confirmed, and there are always delays in construction, especially in a place as dense as Midtown Manhattan, though we estimate it will be around 2030.

It has not been officially announced, but considering that Rolex acquired leading multi-brand retailer, Bucherer (which previously acquired Tourneau), we expect Bucherer (not Wempe), who managed the ground-level Rolex boutique before construction began, to manage the new, larger, flagship store that will be a prominent part of the lower floors at 665 Fifth Avenue.

 

Photo by Michael Young/New York Yimby.