Construction is approaching the finish line at 665 Fifth Avenue, the new 28-story United States headquarters for luxury watchmaker Rolex in Midtown Manhattan. The 469-foot tower, designed by renowned British firm David Chipperfield Architects with Adamson Associates serving as architect of record, will deliver 199,000 square feet of combined office and retail space to one of the world’s most prestigious timepiece manufacturers.
Developed by the Rolex Realty Company, the building occupies a prominent corner location at Fifth Avenue and East 53rd Street in one of Manhattan’s most coveted retail corridors.
Distinctive Design Takes Shape
The tower’s most striking architectural feature—a pleated glass curtain wall—has now been installed across the entire facade up to the crown. When YIMBY last reported on the project in early April, construction crews had only just begun hanging the first curtain wall sections. In the months since, work has progressed rapidly.
The tower crane that dominated the construction site has been dismantled and removed. What remains to be completed includes the ground floor buildout, a section of the north-facing podium, and the area where the construction hoist is still attached to the structure.
Strategic Retail Optimization
Beyond completing its striking new headquarters, Rolex is actively reshaping its retail presence across the United States. The Swiss watchmaker’s strategy involves a mix of expanding existing locations, constructing flagship megastores, and withdrawing from select retail partnerships in markets from Washington, D.C. to New York City.
This retail streamlining is part of a broader effort by Rolex to exert greater control over how and where its timepieces are sold.
First Standalone Brooklyn Store
In a significant retail expansion, Tourneau, LLC—which Rolex acquired as part of its 2023 purchase of Bucherer AG—has signed a lease for 86 North Sixth Street in Williamsburg, Brooklyn. According to a press release from Empire State Realty Trust titled “Empire State Realty Trust Welcomes Rolex to Its North Sixth Street Collection in Williamsburg,” the luxury brand is planning a 3,767-square-foot store at the location.
The property sits at the southeast corner of Wythe Avenue and North Sixth Street, part of ESRT’s North Sixth Street Collection—a retail district that has attracted an impressive roster of luxury and lifestyle brands including Hermès, Chanel, Patagonia, The North Face, and lululemon.
Currently, Brooklyn has only one Official Rolex Jeweler: William Barthman, which operates a location at 1118 Kings Highway in Brooklyn, roughly an hour’s drive south of the planned Williamsburg store. William Barthman also maintains a second location in Manhattan’s Financial District. However, as a multi-brand dealer, William Barthman sells various watch brands and jewelry alongside its Official Rolex Jeweler designation.
The Williamsburg location will mark a departure from this model. It will be entirely dedicated to Rolex timepieces, making it the first standalone, Rolex-exclusive store in Brooklyn—a milestone for both the borough and the brand.
When contacted for comment about the expansion plans, Rolex USA declined to provide additional details.
As Rolex consolidates its retail strategy and prepares to occupy its prestigious new Fifth Avenue headquarters, the brand continues to demonstrate its commitment to controlling its customer experience from manufacture to point of sale.
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Sources: CoStar e Professional Watches
