This August, Rolex opened its latest boutique with London Jewelers in the heart of East Hampton, NY. When visiting the store for the grand opening, London Jewelers CEO Mark Udell shared a story about the earliest days of working with Rolex. After two years of persistent calls to Rolex, he secured business with a line of President watches. Udell's first sale was the men's gold President—which was priced at $2700 in 1976—beginning the close partnership that has spanned nearly 50 years.
After exploring the beautiful boutique, I naturally took the chance to try on some of the Rolex timepieces. The store houses a vast collection of watches, including the buzziest models of 2025. In the display cases, I discovered pieces such as the new Land-Dweller, which debuted to much acclaim at Watches and Wonders in Geneva this year, as well as cult classics such as the GMT-Master II and Datejust. Here, get a look inside the stunning new Rolex boutique in East Hampton and a close-up of the brand's latest and most iconic watches.
Inside the East Hampton Store
The 4800-square-foot space located at 28 Newtown Lane is housed in the former Odd Fellows Hall, a historical landmark built in 1897. After undergoing extensive renovations, it has been designed with elegant finishes, including gray cedar shake siding, American walnut wall panels, and Verdi Alpi marble in Rolex's signature green. Throughout the building, there are spaces to meet with sales associates and try on timepieces, including private rooms for discreet clients.
The Rolex Land-Dweller
Easily one of the buzziest watches of 2025, the Rolex Land-Dweller debuted at this year's Watches and Wonders—the culmination of over seven years of development. It has been touted as the Crown's most significant watch in a generation, bringing together references from decades past with an entirely modern design.
The Rolex GMT-Master II
Originally developed for pilots, the GMT-Master II enables the simultaneous tracking of two time zones thanks to its 24-hour rotatable bezel and an additional GMT hand. It's known for its signature bezel color combinations, including insider favorites with monikers such as the blue-and-red Pepsi, black-and-blue Batman, and black-and-gray Bruce Wayne.
The Rolex Datejust
The Datejust is arguably one of the most timeless and classic Rolex models and was first introduced in 1945. It features a date display that automatically changes at midnight, and its elegant design and versatility make it a popular choice for both formal and everyday wear.
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