Rolex Opens New Boutique in Hamptons

This August 2025, Rolex and London Jewelers opened a new boutique in the heart of East Hampton, New York — at 28 Newtown Lane, in the lovingly restored Odd Fellows Hall, a landmark building from 1897.

Heritage & Design

The 4,800-square-foot space marries Hamptons’ coastal charm with Rolex’s signature luxury. Traditional architecture — cedar-shake siding and white-trimmed windows — forms the exterior shell, while inside, visitors are greeted by Verdi Alpi marble, warm American walnut panels, and a serene palette of cream and beige. Custom lighting, lush rugs, and landscaped grounds complete the look, creating an environment both comforting and majestic.

Quiet Luxury Experiences

Rolex has clearly put thought into how clients interact here. Intimate and semi-private rooms allow for discreet browsing, and there’s even a second-floor terrace that overlooks a curated garden — a thoughtful space for reflection and conversation. It’s not just about seeing watches; it’s about savoring the moment.

Curated Watch Collection

Among the timepieces on show are some of 2025’s most talked-about watches. One notable model is the Land-Dweller, which combines classic references with modern details and recently made waves at Watches & Wonders. Legendary icons like the GMT-Master II — with its bold bezel color options — and the timeless Datejust also hold pride of place.

Fifty-year journey

Mark Udell, CEO of London Jewelers, spoke at the opening about a nearly fifty-year journey. His first Rolex sale — a gold President in 1976 — laid the foundation for this partnership. Today, this boutique stands as both a tribute to that history and a new chapter in offering clients an elevated luxury experience.

Rolex’s East Hampton boutique is a destination for locals, seasonal visitors, and serious collectors alike, it promises an environment curated for both discovery and comfort. It represents where rigorous heritage and regional elegance meet, offering a taste of Rolex’s world with a distinctly coastal sophistication.

Photography courtesy of Rolex.

— Gem Exploring Editorial