Gearys Plans Rodeo Drive Expansion With Nation’s Largest Rolex Store

BEVERLY HILLS, CA – Gearys, which operates Rodeo Drive’s Rolex and Patek Philippe boutiques, plans to move the storefronts down the street into an expanded space that will include Rolex’s largest U.S. location.

The storefronts are currently located at 360 N. Rodeo Drive. Gearys CEO Tom Blumenthal is in the process of gaining final city approval for two new storefronts at 312-314 N. Rodeo Drive, currently occupied by Dolce & Gabbana.

“We’re hoping to greatly expand them from our current location to this location,” he told the Architectural Commission this week. “It’s a project we’ve been working on for five years with the two brands.”

The plan calls for facade modifications, a new third story addition and a private rooftop terrace. The Rolex and Patek Philippe stores will be separate, aside from the shared back-of-house and rooftop, according to Blumenthal.

Beige stone will cover the Patek Philippe storefront, while the Rolex store’s street-facing wall will be made entirely of iridescent green glass. You can view renderings of the project on the city’s website.

Designed by the watchmakers in Geneva, both stores will be West Coast flagships. Patek has just two other freestanding stores in the country, in Florida and New York. Beverly Hills' new Rolex location will be the nation's largest; a planned location in New York City will be around the same size, Blumenthal said.

“It’s very important that they be well-represented here,” Architectural Commission Chairwoman Jennifer Schreiber told Blumenthal. “You’re setting a standard for the street and the city that I commend.”

The New York Times in January highlighted Los Angeles’ status as a “real watch town” and the growing importance for brands to be prominently situated in the area.