Boston-based Long’s Fine Jewelers has opened the city’s first Rolex boutique, a two-story location in the Back Bay shopping destination of Newbury Street. The 3,500-square-foot space, located at 8 Newbury St., incorporates every aspect of the Rolex aesthetic, from colors and patterns in furnishings to the lighting that highlights the store’s selection of Rolex watches, which are displayed in showcases lined with taupe leather and finished bronze trims.
“We are absolutely thrilled with the opportunity to open a Rolex Boutique in our cherished city,” said Long’s Fine Jewelers president Craig Rottenberg in a statement. “Like both Rolex and Long’s Jewelers, Boston is steeped in a heritage of tradition and innovation, making it an ideal location to bring both brands together. We look forward to welcoming clients into the beautifully designed space and providing them with a truly exceptionable Rolex experience.”
Upon entering the boutique, guests are greeted by a stucco wall behind the reception desk that depicts the Boston Public Garden Foot Bridge, and can relax and socialize in a sitting area that is filled with light, thanks to three double-height windows. On the store’s second floor, customers will find private selling areas, as well as space for an in-house watch technician to complete their service requests.
Guests will also find an emerald aqua wall decorated whose wave motif references Rolex’s iconic Oyster model, the world’s first waterproof wristwatch. The rich green color is referenced again and again in the boutique, offset by walnut brown wood walls, beige stone, and handcrafted stucco panels—again, an ode to the Oyster watch.
The store will carry a wide range of Rolex designs, including the Submariner, the Cosmograph Daytona, the Sea-Dweller, and the Yacht-Master.
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