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Boston, MA—Long’s Jewelers has opened its new Rolex boutique (image), the largest in the United States. At 3,500 square feet over two floors, the new space—nestled between a Chanel and Bvlgari store—tops even the 3,000-square-foot space at the Wynn Las Vegas. The boutique marks Long’s sixth location: the 140-year-old jeweler has five other full-line stores throughout New England, plus the new boutique.

WatchPro reports the Rolex boutique welcomed its first customers on May 4, after construction was delayed due to the COVID pandemic. 

From the article:

“The reaction to the store has been incredible. There isn’t another store in Boston like it,” says Craig Rottenberg, president of Long’s Jewelers. “The first block of Newbury Street has grown into the luxury destination of Boston and we are thrilled to now be open as one of the anchor stores,” he adds.

Jewelers have done robust business through the pandemic, with consumers shifting unspent travel and experience dollars to both diamonds and luxury watches, both strong categories.

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