b y J E N N I F E R B R U G H
by Long ’ s
Earlier this year, Long’s Jewelers unlocked the doors to a brand new Rolex Boutique on 8 Newbury Street. With more than 4,000 square feet of space and two floors, you might say that this store is one for the ages! But how did this all come about? How did Long’s and Rolex work together to bring Boston the largest and most luxurious Rolex boutique in the country? We sat down with Craig Rottenberg, President of Long’s Jewelers, to answer some very important questions for our clients!
Where did the vision for this boutique stem from? We have had a wonderful partnership with Rolex as an Official Rolex Jeweler for many, many years. We have also known that very few select cities worldwide currently have a Rolex flagship store, for example, New York, Los Angeles, London, and Dubai.We are Bostonians for generations, and we truly believed that our great city deserved a Rolex store! Boston has evolved and grown tremendously, and it is among the most successful, educated, and highly visited city in the country. We made our pitch, and finally, in 2019, Rolex agreed with our vision, and we started looking for the perfect location. The first block of Newbury Street (Arlington to Berkeley) has become the destination for luxury brands, and we decided on a beautiful address close to the Public Gardens. Rolex and Long’s both wanted to make this store very special. So, we agreed on a two- story location in a beautifully renovated building with a dramatic storefront. Our boutique is now the largest Rolex store in the United States! Our goal was to create a beautiful, immersive Rolex experience right in the heart of Boston, and we are so proud of what we’ve built together.
What has it been like bringing this one-of-a-kind boutique to Boston? It was a two-and-a-half-year journey from conception to opening day. So, it was an exercise in patience! It was a truly global effort, too, because Rolex’s Geneva headquarters played a lead role in designing the store, and most of the woodwork was manufactured in Europe. We were fortunate to have an amazing group of people working on this to bring our vision to life. Each Rolex boutique has different features to make it unique, and ours features a two-story, open-air lounge, visuals of Boston’s historic Public Gardens, and brickwork reflecting Back Bay’s old world esthetic. Our original plan was to open in the fall of 2020 however the pandemic caused delay after delay. We overcame many construction and design obstacles along the way to finally open in the spring of 2021. I knew that it would be a great store, but seeing it in person is an eye-opening experience -- All of the attention to detail and design intentions come together for a truly unique store!
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