Story Highlight
– Rolex and Bucherer may open flagship on 5th Avenue.
– Bucherer running recruitment for the new boutique.
– Rolex acquired Bucherer in 2023.
– Flagship store set to open late 2026 or early 2027.
– New store will be world’s largest watch boutique.
Full Story
Speculation surrounding a new flagship showroom for Rolex on Fifth Avenue has circulated within the American watch industry for some time. However, official confirmation from either Rolex USA or Bucherer regarding their collaboration has been notably absent.
Since the spring, Bucherer has been advertising for staff to support the impending launch of the boutique, yet Rolex has refrained from disclosing which retail partner would ultimately operate the store.
In a significant move, Rolex acquired Bucherer in 2023, following its previous announcement about the construction of a new skyscraper in Manhattan intended to house its US headquarters along with a new four-storey flagship store.
At the opening of a showroom on London’s Bond Street in March 2025, Rolex CEO Jean-Frédéric Dufour indicated that the flagship on Fifth Avenue was scheduled to open by the end of 2026. While he confirmed that a decision on the operator had been made, he withheld further details until closer to the launch.
In a recent update, WatchPro received clarification from a Bucherer spokesperson, who stated: “At the end of the year, or early 2027, Bucherer will take over the operational management of the new Rolex 5th Avenue boutique.”
Previously, Rolex operated its retail outlet at the base of its former headquarters before its demolition to pave the way for a new 30-story building, designed to encompass around 200,000 square feet dedicated to office and retail space for the brand.
The upcoming flagship store, covering 43,000 square feet across four levels, is set to become the largest Rolex outlet globally, exceeding the dimensions of the current record-holder in Dubai by over four times.
Renowned architect David Chipperfield is behind the design of the entire structure, which aspires to be the most environmentally sustainable new tower in New York.
