A new chapter for Rolex on Fifth Avenue is taking shape with the construction of the Rolex Building, a 30-story office tower at 665 Fifth Ave in Midtown Manhattan. The project will replace a low-rise building that Rolex has occupied on the site since the 1970s, marking a significant physical upgrade for the brand’s presence in New York City. The tower is scheduled to open in fall 2026 and is being positioned as a long-term home for the company’s U.S. operations and select third-party tenants.
The new building will comprise approximately 165,000 square feet of office and retail space. Designed by architect Sir David Chipperfield, the tower will feature a multi-level Rolex retail environment at its base. Above the retail component, the property will provide office floors for Rolex and other companies, including Angeles Wealth Management, which plans to establish its New York office at 665 Fifth Ave. The inclusion of both flagship retail and office uses underscores the building’s role as a combined brand showcase and workplace asset.
Rolex executives are highlighting the importance of New York City, and Fifth Avenue specifically, to the company’s U.S. strategy. Luca Bernasconi, CEO of Rolex Watch U.S.A., Inc., described the Rolex Building at 665 Fifth Ave as a visible demonstration of the firm’s longstanding commitment to the city. He characterized the design as reflecting the brand’s focus on excellence, precision, and longevity, and noted that the building is intended to support both employees and tenants while welcoming customers for many years to come.
Bernasconi also pointed to the workplace qualities of the project, saying that Sir David Chipperfield’s design aims to set a new standard for the office experience in the heart of Midtown. While detailed interior specifications and amenities were not disclosed, the emphasis on modern architecture and workplace standards suggests that Rolex is targeting a high-quality office environment consistent with its brand identity.
Pavarini McGovern is serving as construction manager for the development, overseeing the delivery of the new tower on the prominent Fifth Avenue corridor. Beyond naming Angeles Wealth Management as a tenant, the parties did not disclose additional tenant commitments, ownership details, development costs, or financing terms. As construction advances toward the planned fall 2026 opening, 665 Fifth Ave is slated to become a new branded office and retail landmark for Rolex and its occupants in Midtown Manhattan.
