For generations, the Hamptons have embodied a unique mix of heritage, refinement, and summertime ease. It is a destination where historic shingle-style homes meet contemporary architecture, where art fairs draw global collectors, and where the luxury market feels as natural as the sea breeze. Now, East Hampton has gained a new expression of timelessness with the opening of the Rolex Boutique by London Jewelers at 28 Newtown Lane.
A Historic Home for an Iconic Brand
The new boutique resides in Odd Fellows Hall, a 4,800-square-foot building dating back to 1897. Once a hub for gatherings and civic life, the landmark has been meticulously reimagined as a stage for one of the world’s most coveted watchmakers. The restoration maintains the building’s grandeur, while interiors reveal the crisp elegance of Rolex: marble details, wood paneling, and generous natural light.
Beyond its architectural poise, the boutique offers intimacy and discovery. Guests may explore curated salons, private lounges, and a second-floor terrace overlooking gardens that feel more like a Hamptons estate than a retail setting. The result is not a store in the traditional sense, but rather a sanctuary for collectors and enthusiasts—a place where precision and artistry are presented with the same reverence as fine art.
A Legacy Forged in Persistence
For London Jewelers, the East Hampton opening represents the culmination of nearly a century of heritage and over 50 years of partnership with Rolex. That journey, however, began not with prestige but with persistence.
“In 1976, I called Rolex for like two years trying to get them on,” recalled Mark Udell, CEO of London Jewelers. “It was a little mom and pop store my parents had in Glen Cove and we didn’t really have any high-end brands. And finally, after two years, Bob Reynolds called me and said, ‘I’m going to come out and see you.’ He goes, ‘You are so persistent, that we’re going to sell you the line, ok?’ You know what? It worked.”
That determination set London Jewelers on a trajectory that would transform both the family business and the local luxury landscape. Udell remembers clearly the very first Rolex sale. “At the time the men’s gold President was $2,700. My dad said, ‘How are you going to sell a watch for $2,700?’ I said, ‘Dad, we have no choice.’ … At about 5 o’clock the first night, one of my doctor customers was looking in the window. He says, ‘I’ve wanted this watch for many years. Today’s your first day. I’m going to buy it.’”
Those early moments now echo inside the East Hampton boutique, where a Day-Date President in Everose gold retails for nearly $50,000. The contrast is a testament to Rolex’s enduring legacy—and to London Jewelers’ role in cultivating generations of collectors.
A New Destination in the Hamptons
Today, standing in the newly opened boutique, Udell’s passion for the brand is as strong as ever. “I can’t wait to wake up to come to the boutique every morning,” he told a crowd gathered for the opening. That enthusiasm is shared by the Hamptons community, where lines have already formed outside the boutique since its debut.
The arrival of Rolex in East Hampton underscores the East End’s evolution from a summer retreat into a global luxury stage. From the Hamptons Fine Art Fair to philanthropic galas, the region draws tastemakers who view fine watches as part of a broader lifestyle of art, culture, and legacy.
With its blend of heritage architecture, Hamptons character, and Rolex’s enduring craftsmanship, the boutique is destined to become a seasonal pilgrimage for collectors and a year-round fixture in East Hampton life. Here, timelessness is more than a brand ideal—it is built into the walls themselves.
