East Hampton has a new jewel on Newton Lane: a 4,800-square-foot Rolex boutique that has already become a destination. The store is operated by London Jewelers, a family business that has worked with Rolex for nearly five decades. People have been lining up since the store opened, excited to see some of Rolex’s most popular watches. For watch lovers, it’s another reason to head east this summer.
The boutique is in a historic building from the late 1800s and combines Hamptons charm with classic Rolex style. Inside, you’ll find walnut walls, marble inlays, velvet chairs in Rolex’s signature green color, and elegant lighting, which was inspired by Rolex’s Cyclops date window.
Collectors will find both classic icons and rare modern pieces on display. The ground floor houses Rolex’s coveted GMT-Master II models and colorful Oyster Perpetuals, while upstairs showcases Daytonas and gold Deepsea watches.
There’s a private VIP room for dedicated clients, and a bar with watermelon margaritas to keep things fun. Outside, guests are met with an exquisite hydrangea-filled patio and a fire pit, perfect for socializing.
The boutique’s opening highlights the Hamptons’ growing status as a global luxury destination. Owner Mark Udell noted that an increasing number of European clients are establishing homes in the area, bringing an international presence to the seaside. He also emphasized the safety and privacy that attract high-profile visitors. For many, a visit to Rolex Boutique East Hampton is as much about the surroundings as it is about the timepieces.
Photo credits: Rolex
The boutique is carefully crafted so visitors can enjoy the atmosphere as much as the watches themselves. Housed in a historic building, the East Hampton location combines thoughtful design with the quiet sophistication of Swiss watchmaking. It’s a place where heritage and style meet in perfect balance.