I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches.

I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches.

      This August, Rolex launched its latest boutique in collaboration with London Jewelers, situated in the heart of East Hampton, NY. During the grand opening, London Jewelers CEO Mark Udell recounted his initial experiences working with Rolex. After two years of persistent outreach, he finally secured a deal that included a range of President watches. Udell's first sale was the men’s gold President watch, priced at $2,700 in 1976, marking the beginning of a nearly 50-year close partnership. After touring the exquisite boutique, I took the opportunity to try on several Rolex timepieces. The store features an extensive collection of watches, including the most talked-about models of 2025. In the display cases, I found items such as the newly released Land-Dweller, which received significant praise at this year's Watches and Wonders in Geneva, along with iconic pieces like the GMT-Master II and the Datejust. Here’s an inside look at the beautiful new Rolex boutique in East Hampton and a detailed view of the brand's latest and most legendary watches.

      Inside the East Hampton Store

      The 4,800-square-foot space located at 28 Newtown Lane occupies the historic Odd Fellows Hall, built in 1897. Following extensive renovations, the boutique showcases refined finishes, including gray cedar shake siding, American walnut wall panels, and Verdi Alpi marble in Rolex's signature green. The layout provides areas for customers to meet with sales associates and try on watches, including private rooms for discreet clients.

      The Rolex Land-Dweller

      One of the most talked-about watches of 2025, the Rolex Land-Dweller premiered at this year’s Watches and Wonders, representing over seven years of development. It’s been heralded as the Crown’s most significant watch in a generation, combining elements from decades past with a completely modern design.

      The Rolex GMT-Master II

      Initially created for pilots, the GMT-Master II allows for the simultaneous tracking of two different time zones, featuring a 24-hour rotatable bezel and an additional GMT hand. It is well-known for its distinctive bezel color combinations, including popular versions like the blue-and-red Pepsi, the black-and-blue Batman, and the black-and-gray Bruce Wayne.

      The Rolex Datejust

      The Datejust is widely regarded as one of the most classic and enduring Rolex models, first launched in 1945. It has a date display that changes automatically at midnight, and its sophisticated design and versatility make it a favorite for both formal occasions and everyday use.

I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches. I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches.

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I explored the impressive new Rolex boutique in the Hamptons and tried on the most talked-about watches.

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