Historic New York based London Jewelers formally opened their new Rolex boutique located in East Hampton this week, and while this generally isn’t the kind of thing we cover around here, this particular boutique is worth taking a moment to appreciate. Boutiques are meant to convey an experience of the brand that just isn’t possible in a multi-brand store, or any kind of online venue. They are supposed to be immersive, as well as a reflection of the communities they serve. They are also notoriously intimidating places for outsiders. This new Rolex boutique in East Hampton represents an interesting mix of all of the above, and does it in a way that feels entirely welcoming at the same time. And that starts from the street.
This boutique sits at 28, Newton Ln in East Hampton, in the middle of a high end shopping district. The building itself stands in stark contrast to its surroundings, appearing as a cozy cottage with a yard and fence. A sight straight out of a storybook. Lush vegetation fills out the grounds, and even extends to a garden area at the rear of the structure. It’s a welcoming sight, and one that feels inviting from the onset. It’s a far cry from the walled off boutiques in Manhattan.
Stepping inside things get a bit different, as more of a typical showroom atmosphere emerges, though it’s set within the confines of this house-like structure. Every detail is pristine, as you might expect, and there’s something new to discover around every corner. The interior color scheme is warm and inviting, with herringbone wood floors (thanks, Craig). The downstairs feels traditional boutique, while the upstairs, which includes a full wet bar, has the vibe of a living room in which you could easily kill a few hours lounging. Many of the small details strewn throughout the store echo Rolex design motifs you’d see on their watches, making for plenty of easter eggs for a keen eye to discover.
So it’s a very nice place to be, but what about the watches? Just about all the latest hits can be found on display, all behind glass with the dreaded “for exhibition only” tag accompanying them. Downstairs holds steel sport watches and new releases, while the upstairs gets the precious metal references. Yes, the new Land-Dweller was present and accounted for in steel and Everose (no platinum in sight), and the folks behind the counter were more than happy to accommodate hands-on experiences with any of the watches on display. As for what’s available, well, that likely falls into the “if you have to ask…” category.
This boutique is owned and operated by London Jewelers, who will be celebrating their 100th year of operation next year. This is a family affair, with the third and fourth generation currently running their eight locations across New Jersey and New York. The Udell family, including Mark and Candy, were on hand for the opening, and made a surprising impression for their candid enthusiasm for the business, and for the Rolex brand in particular. Rolex, for their part, reiterated that their success is the success of these small businesses selling their product. A reminder that they don’t own any of their own boutiques, apart from one located in Geneva.
Now, I’m not one to frequent the Hamptons, and as a matter of fact, this was my first visit. But it’s easy to get caught up in the romanticism and beauty of the area, and this boutique is a true jewel of the area. The free standing structure is one of the most compelling scenes I witnessed in the town, and it’s most definitely worth a visit if you ever find yourself in the area. Rolex / London Jewelers