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London Jewelers has unveiled a new Rolex Boutique at 28 Newtown Lane in East Hampton, bringing the world of Rolex to the heart of one of the Hamptons’ most storied addresses. The boutique is housed in the former Odd Fellows Hall, a shingle-style structure designed in 1897 by architect Joseph Greenleaf Thorp. Originally built as a summer cottage before becoming a fraternal lodge, the 4,800-square-foot landmark has served as a cultural, social, and commercial hub for over a century.  Your new Rolex home away from home! Photo courtesy of Rolex Over the decades, the building transitioned from community hall to retail destination, housing shops such as Parsons Electric in the 1960s and later a designer fashion boutique in the 1990s through the 2010s. More recently, the space was home to Chanel’s ephemeral summer boutique before finding its latest—and perhaps most enduring—expression as a dedicated Rolex showcase. The evolution of this address mirrors the East Hampton Village itself: a place where heritage architecture adapts to meet modern luxury.  Ready for consultation and tempered expectations. Photo courtesy of Rolex Inside, the new boutique reflects both Rolex’s design codes and the relaxed elegance of the Hamptons. American walnut wall panels, parquet floors, and natural light set the tone, while a Verdi Alpi marble anchor wall and subtle green accents recall the brand’s aesthetic. Custom details even nod to local history, with wall stuccos featuring East Hampton’s iconic Hook Windmill. The result is a space that feels both intimately tied to its location and unmistakably Rolex.  A series of private and semi-private rooms decorated with historical and informative Rolex ephemera. Photo courtesy of Rolex For London Jewelers, this opening represents more than an expansion—it is the continuation of a 50-year partnership with Rolex and nearly a century of family heritage in fine jewelry and timepieces. “It is truly our greatest honor to be part of the Rolex family with the opening of this unique boutique in one of the most prestigious communities in the world,” said Mark and Candy Udell, CEO and President of London Jewelers. By marrying local history with global prestige, the new East Hampton boutique underscores Rolex’s ability to remain timeless while continually reinventing how we experience luxury.  La Dolce Vita, East Hampton style. Photo courtesy of Rolex
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