Beverly Hills’ new Rolex Boutique Gearys
THIRD GENERATION executive to run the family business, Thomas Blumenthal.
Thomas Blumenthal, who grew up in Hancock Park and is the third generation to run the family business — Gearys Beverly Hills, the luxury home goods store — opened his latest venture last month: Rolex Boutique Gearys on Rodeo Drive.
Blumenthal initially opened a small Rolex store in Beverly Hills in 2004. But, five years ago, a new spark was lit, a smiling Blumenthal said at a pre-opening reception Dec. 3 on the boutique’s rooftop level at 312 N. Rodeo Dr.
“Rolex wanted a bigger presence… and we’re entrenched in the community,” he explained. Discussions about design and location followed, “and here we are,” Blumenthal said.
It’s the first multi-level Rolex boutique in the U.S., said Carla Uzel, who traveled from the Rolex Manhattan headquarters for the store’s unveiling.
spiral staircase takes customers to the second floor showroom, where several styles of the iconic watch are on display. A seating area with plush green chairs and an elaborate marble bar beckon. Technicians can be seen at work in a watch repair station.
“A client can have the full 360-degree experience here,” said Uzel.
The iconic watch brand is the 1908 brainchild of Hans Wilsdorf, a Brit, who would move the operation to Switzerland. When asked how the Rolex name came to be, he reportedly said he wanted something short and easily understood in multiple languages that would look good on a dial.
Also, as legend has it, a genie allegedly whispered the word in his ear.
PRE-OPENING of new Rolex Boutique Gearys in Beverly Hills.
Whether that latter part of the story is true, the staff on Rodeo Drive likes to tell it.
While the luxury watch shop on Rodeo is new, Rolex’s partnership with Blumenthal began nearly 25 years ago, leading to Blumenthal’s opening his original Beverly Hills Rolex store.
Today, there are three Gearys Rolex stores, with the other two being at Santa Monica Place and Westfield Mall Century City.
The flagship for Gearys remains, at age 95, the oldest existing store in Beverly Hills.
“My family has owned Gearys 60 of its 95 years,” said Blumenthal, whose grandparents lived on McCadden Place. Blumenthal attended local schools while growing up on June Street with his parents, who still are residents.
Rooftop toast
At the pre-opening, Blumenthal offered a rooftop toast on what was “a beautiful California day.” A wall showcasing stucco art reminiscent of a California sunset is among decorative elements of the store.
A green-glass and blue-marble façade and wave motif are nods to the Rolex Oyster, known as the world’s first waterproof wristwatch.
Newer model watches glisten in their cases. On their dials, a five-point crown stands above the legendary name.
Gearys Beverly Hills, the luxury home goods and jewelry store, is at 351 N. Beverly Drive.
Rolex Boutique Gearys is at 312 N. Rodeo Drive.
Category: People
