The 4,900-square-foot store combines the classic elements of the Rolex brand with local inspiration from Miami.
Located at 182 NE 39th Street, the store is operated by the Holtzman family, who also run Chicago jeweler CD Peacock.
“Our family is deeply grateful for over 30 years of partnership with Rolex. The opening of our new Rolex boutique in the Miami Design District—a premier destination for art, culture, and luxury shopping—offers an exceptional Rolex experience in a space that beautifully showcases the brand’s timeless craftsmanship and heritage,” said Steven Holtzman, vice chairman of Luxury Swiss.
The store’s façade was inspired by Miami’s waterfront, using colors and a reflective finish to mimic the movement and energy of water.
The exterior features a metal canelé motif in six different hues, combining a signature Rolex feature with an oceanfront palette.
An oversized window display showcases the brand’s timepieces and gives passersby a look into the store.
SEE: The New Rolex Boutique in Miami
The façade of the new Rolex boutique was inspired by Miami’s waterfront.
Highlighted features of the new store include a sculptural grand staircase and a bespoke two-story chandelier.
The store’s design blends Miami-inspired features with signature Rolex elements.
When guests step inside, they’re greeted by a “refined and calm atmosphere,” said Rolex, with the soft, light textures and colors, with the travertine and American walnut throughout the boutique meant to capture the tranquility of the sea.
A custom stucco fresco embedded into a Verde Alpi (a dark green Italian marble) wall features Miami’s palm tree-lined skyline.
In honor of Miami’s Art Deco design legacy, the space also incorporates the movement’s curves and architectural motifs characteristic of the style.
Touches of Rolex’s signature deep green color have also been worked into the space.
Highlights of the store include a sculptural grand staircase and a bespoke two-story chandelier inspired by the brand’s iconic fluted pattern.
The boutique features private spaces and a lounge areas for customers to get better acquainted with the brand.
Curated collections of timepieces are housed in showcases lined with beige leather and finished with bronze trim.
On the second level, guests can have a seat at the hospitality bar. There’s also an after-sales service area where customers can watch the Rolex trained watchmakers work.
“Celebrating the symbolic union between Rolex’s enduring heritage and Miami’s unique geography, the new Design District boutique invites guests to experience luxury amid artistry, innovation, and the endless inspiration of the ocean,” said Rolex.
Earlier this year, Rolex opened a standalone boutique—operated by London Jewelers—in East Hampton, New York.
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