In December 2024, Rolex retailer Gearys opened an impressive mono-brand boutique on Rodeo Drive.

Over two levels, spanning 6,200 square feet, the design clearly adheres to Rolex’s aesthetic codes. Yet, as we’ve seen in recent years, Rolex architectural and interior design are custom-tailored to each geographic location — instead of a boring cookie-cutter approach, where every boutique looks the same.

From the vertical Ginza Tower in Tokyo to the wavy-cut CNC facade at the Rolex boutique in Toronoto to the separate Rolex space at the Mansion in Chicago to the dedicated multi-level space at Rolex Scotland to the distinctive space at Hudson Yards to the massive new 5th Avenue Rolex USA Headquaters — each physical location exudes the aesthetics and sophistication Rolex is known for, yet crucially becomes its own recognizable destination.

At Rolex of Beverly Hills, the marquee exterior feature is a two-story fluted glass facade, tinted with Rolex’s signature green hue, and framed with luscious Rolex-green-hued marble.

Once inside, the fluted motifs continue throughout the rich wood and metal-work interior decorations, including a stunning circular staircase and custom-made chandelier, perfectly contrasted by the same green marble as seen on the facade, at the rear of the boutique, on both levels.

Gearys is a Rolex and Patek Philippe dealer, a jeweler — and uniquely, combines that with home decor, luxury dinnerware, and gifts. The location is also an official Rolex service center for Beverly Hills and the greater Los Angeles area.

Rolex and Gearys have created a true must-see destination.

 

 

Photos by Rolex.