Rolex is strengthening its ties to New York ahead of the opening of its new North American headquarters, unveiling an exclusive partnership with Rockefeller Center and a new clock overlooking the landmark’s famed rink.
The Swiss watchmaker formally introduced the partnership during a press conference at the Midtown Manhattan complex on Wednesday, where Rolex-branded flags lined the campus’ Channel Gardens. Under the agreement, Rolex will serve as Rockefeller Center’s exclusive timepiece partner, with the two organizations planning future events and cultural activations. The partnership is anchored by a new Rolex clock installed at the redesigned information center on 50th Street between Fifth and Sixth avenues.
“Rolex is one of the most respected and influential luxury brands in the world, with timepieces crafted to last for generations. For nearly a century, Rockefeller Center has similarly stood as a place that creates memories that will last a lifetime,” said EB Kelly, senior managing director at Tishman Speyer and head of Rockefeller Center. “We are honored to partner with a brand of Rolex’s stature, and we look forward to seeing the clock become a new emblem for New York.”
The announcement comes as Rolex prepares to open its new U.S. headquarters at 665 Fifth Avenue, a project years in the making that will establish a larger presence for the Swiss watchmaker along one of luxury retail’s key corridors. Designed by architect David Chipperfield, the new tower replaces the building Rolex has occupied for decades and will house the company’s North American offices alongside a flagship retail presence and hospitality spaces.
