Press Release: Long’s Opens Boston’s First Rolex Boutique

Author Long's Staff
Date May 5, 2021

Long’s Opens Boston’s First Rolex Boutique

BOSTON, MAY 04, 2021 – Long’s Jewelers announces the opening of a new boutique in Boston, a two-story location on the acclaimed Back Bay shopping destination – Newbury Street.

The new boutique, with 3,500-square-foot of finished store space, offers professional expertise in an elegant setting, one that promotes a sense of harmony and intimacy with the brand.

“We are absolutely thrilled with the opportunity to open a Rolex Boutique in our cherished city,” said President of Long’s Jewelers, Craig Rottenberg. “Like both Rolex and Long’s Jewelers, Boston is steeped in a heritage of tradition and innovation, making it an ideal location to bring both brands together. We look forward to welcoming clients into the beautifully designed space and providing them with a truly exceptionable Rolex experience.”

Every element of the interior design features the elegant Rolex aesthetic and radiates the values of the Rolex crown. Excellence, precision and attention to detail emanate from the careful calibration of colors and patterns in the fittings and furnishings.

Sensitive lighting accentuates the beauty of a selection of Rolex watches, which are displayed in refined showcases lined with taupe leather and finished with bronze trims.

A striking emerald aqua wall highlights Rolex’s rich heritage – its wave motif referencing the iconic Oyster, the world’s first waterproof wristwatch. This intense green is referred around the boutique, creating accents that harmonize a refreshed color palette. The walls mix textures from walnut brown wood to beige-colored stone and hand-crafted stucco panels in a pattern that recalls the fluted bezel of the Oyster watch.

The façade of the store is adorned with a unique ornamental screen and special exhibition display, featuring seasonal handmade décor. Upon entering the boutique, a one of a kind stucco wall depicting the scenic Boston Public Garden bridge greets guests from behind the reception desk. Three double-height windows fill the boutique with light and provide a stunning backdrop for a sitting area where customers can relax and socialize. The second floor provides a private selling area for groups and space for an in-house watch technician to complete service requests.

Long’s Jewelers is a family-owned and operated full-service jeweler with five
stores throughout Massachusetts and New Hampshire. New England’s love affair with Long’s began in 1878 when Thomas Long, a Massachusetts native, opened his Boston-based jewelry business. Since then, Long’s has become the foundation of Boston’s luxury jewelry and timepiece market. Long’s takes enormous pride in celebrating the biggest moments in its customers’ lives. While Long’s has evolved and grown over the past 142 years, the philosophy of the company remains true to its heritage: offer only the highest quality product and uncompromised service. Long’s is a proud member of the American Gem Society, the official award supplier of the Boston Marathon, and an avid supporter of local charities including the Dana-Farber Jimmy Fund. For more information, visit

Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognized the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Cellini watches are certified by COSC, then tested in-house for their precision, performance and reliability. The Superlative Chronometer certification, symbolized by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organization.

The word “Perpetual” is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931. In the course of its history, Rolex has registered over 500 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components, from the casting of the gold alloys to the machining, crafting, assembly and finishing of the movement, case, dial and bracelet. Furthermore, the brand is actively involved in supporting the arts and culture, sport and exploration, as well as those who are devising solutions to preserve the planet.