The new Rolex boutique in New York City is no pop-up store. Designed by the company’s Geneva-based architects, every inch of the 1,500-sq.-ft. boutique is designed to reflect the essence of the upscale brand – Italian leather, imported marble and bronze, custom display cases, panelled walls.

The boutique, Rolex’s first in the city, was opened by Wempe, the Fifth-Avenue  jeweler, well-known for its watch brands, and a long-time Rolex partner that started selling the brand’s watches in the 1960s.

The boutique is located at Fifth Avenue at 53rd Street, the heart of the Fifth Avenue shopping district, nearly across the street from Cartier (at 52nd). Wempe is located at Fifth and 55th.