Luxury Swiss watchmaker Rolex will open its new 30-story flagship tower at 665 Fifth Avenue in New York City this fall. This project establishes a significant architectural presence on one of the world's most prominent retail corridors, marking a major brand expansion and a new chapter for Rolex's U.S. operations.

Rolex's new 30-story tower replaces the 12-story structure the company occupied since the 1970s, transforming its U.S. headquarters into a modern architectural landmark. This significant investment will house a multilevel Rolex retail store and provide premium office space for the watchmaker and other commercial tenants, deepening its commitment and solidifying its physical and brand footprint in Manhattan.

What We Know So Far

  • Rolex's new 30-story flagship tower is scheduled to open this fall at 665 Fifth Avenue, according to a report from 6sqft.com.
  • The 165,000-square-foot building was designed by Pritzker Prize-winning architect Sir David Chipperfield.
  • The new tower replaces a 12-story building that Rolex purchased in the 1970s to serve as its U.S. headquarters.
  • The building will feature a multi-level Rolex retail space, topped by office floors available for Rolex and other tenants.
  • Angeles Wealth Management has signed a lease for 7,850 square feet of office space, according to CoStar, and will move its New York office to the tower.

Rolex New York City Flagship Tower Completion Details

Designed by Sir David Chipperfield, the 30-story Rolex tower adds a distinctive form to Fifth Avenue. Its design, inspired by the watch brand’s signature fluted bezel, translates a key product element into a large-scale architectural motif, according to 6sqft.com. This reflects the brand's core principles in built form.

“In a city of towers, we have enjoyed the challenge of designing the new Rolex tower,” Chipperfield said in a statement. “With this project we hope to make our own contribution embodying Rolex’s values of precision, quality, and innovation as fundamental principles integrated into every aspect of the building.” The 165,000-square-foot building is also engineered with sustainability in mind. The project is reportedly targeting both LEED and WELL Platinum certifications, featuring all-electric operations and on-site systems for rainwater and greywater recycling.