Opening of a new Rolex boutique on Chicago’s Magnificent Mile

The rejuvenation of the Bucherer brand in the United States continues with the opening of a new Rolex boutique in Chicago.

The new store, located on Chicago’s upscale Magnificent Mile on North Michigan Avenue, is two blocks north of Rolex’s previous Windy City outpost and about 500 square feet larger. Even better, it will be stocked with many products, including, Bucherer assures us, the Sky-Dweller, Day-Date and GMT-Master II models, seen above.

The 2,200 square foot boutique is the ground floor anchor of the Warwick Allerton Hotel, a historic building located at 701 North Michigan Avenue. It was built in 1924 in the style of the Italian Renaissance, with columns, pediments and semicircular windows, all of which have been preserved and restored. If you want to continue shopping after your visit to the Rolex store, Saks Fifth Avenue is across the street from Tiffany & Co. Cartier is one block away.

A drawing of Bucherer’s Rolex boutique in Chicago.


The boutique is designed according to the Rolex palette, but with the historic elements of the building in mind. Near the entrance, travertine walls complement the color of the facade. Guests pass through a brass-finished turnstile at the second entrance, and American walnut wood ceilings cover the sales lounge and private viewing area. A green Alpiverio marble wall anchors the main exhibit hall area, and custom stucco artwork depicts the Chicago skyline and the famous Wrigley Building. A central display presents the main picture: numerous Rolex watches.

Construction on the new store began in June 2021, and the space replaces the older, smaller store, which opened in 2011 and officially closed on January 5.

Bucherer acquired Tourneau and its 30 U.S. outlets in 2018, and last year renovated and reopened the Tourneau Time Machine flagship store, now called Bucherer Time Machine, on 57th Street in New York City. It is home to 40 brands, including Rolex, Patek Philippe, Cartier, Panerai, Omega, IWC, Jaeger-LeCoultre, Vacheron Constantin, Breguet, Blancpain, Piaget and its own brand, Carl F Bucherer. The Bucherer Group, based in Lucerne, Switzerland, has roots that date back to 1888, when Carl-Friedrich Bucherer opened the family’s first jewelry and watch store in Lucerne.

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