Rolex continues optimizing its retail network.

Whether expanding existing locations, building megastores, or pulling out of certain stores from Washington to NYC, Rolex is strategically streamlining its retail footprint.

Tourneau, LLC, which Rolex acquired when it purchased Bucherer AG in 2023, signed a lease today for 86 North Sixth Street, according to the press release, “Empire State Realty Trust Welcomes Rolex to Its North Sixth Street Collection in Williamsburg.”

According to ESRT, Rolex intends to open a 3,767-square-foot store at 86 North Sixth Street. The property, located at the southeast corner of Wythe Avenue and North Sixth Street, is part of ESRT’s North Sixth Street Collection. Other brands already doing business in the area include Hermès, Patagonia, The North Face, Chanel, lululemon, and more.

Currently, only one Official Rolex Jeweler operates in Brooklyn (William Barthman). William Barthman has two locations, one in Manhattan’s Financial District and one about an hour South (by car) of the newly planned Williamsburg location, at 1118 Kings Highway, Brooklyn, New York 11229.

William Barthman is a multi-brand watch dealer and jeweler, and they sell other watches and jewelry alongside their dedicated Official Rolex Jeweler space.

In contrast, the new Rolex location in Williamsburg will be 100% dedicated to Rolex timepieces, making it the first standalone Rolex location in Brooklyn.

We reached out to Rolex USA, and they declined to comment.

 

Photo by Professional Watches, taken from the Brooklyn Bridge, in Dumbo (Williamsburg is about 20 minutes from this spot).