After winning an international Rolex design competition to earn the project, David Chipperfield Architects have announced they’ll be building a new 165,000 square feet office building to replace Rolex Watch USA Inc’s existing Manhattan offices.

Rolex’s longtime headquarters is located at one of the most prime spots in New York City: 665 Fifth Avenue (on the corner of 5th Avenue and 53rd Street). The 12-story building (pictured below), that they have been in since the 1970s, and which they own, houses Rolex’s corporate offices (including Tudor), a Rolex service center, and a small boutique on the ground floor.

The new building will grow to 25-stories and feature a visually impressive series of glass boxes stepped vertically, all built to the LEED Platinum standard, the US Green Building Council’s highest rating for environmental efficiency. In addition to the corporate offices and service center on the upper levels, the ground level will get a larger, more prominent boutique, befitting the brand.

David Chipperfield said, “We are proud to have been selected to design the Rolex USA headquarters building. Our team is committed to creating an exemplary building befitting the heritage and culture of the Rolex brand as well as its prominent 5th Avenue location.”

Learn more at Dezeen.