Sep 23, 2026
Rolex’s 665 Fifth Avenue Tower Set to Open in Midtown
Rolex Realty Company is developing a 30-story, 469-foot tower at 665 Fifth Avenue, featuring approximately 165,000 square feet of space, which is set to open in fall 2026.
Image credit: Rolex
Traded Editorial
- Rolex Realty Company is developing a new 30-story, 165,000-square-foot office and retail tower at 665 Fifth Avenue.
- David Chipperfield Architects designed the building, which replaces Rolex’s former 12-story structure completed in 1924.
- Rolex will occupy the property with its U.S. headquarters and a multifloor flagship retail space.
- The tower will feature high-end tenant amenities, including a 12th-floor food and beverage lounge and a private restaurant on the top two floors.
- The building is expected to open this fall, with outside tenants scheduled to move in during early 2027.
What Rolex Is Building At 665 Fifth Avenue
Rolex is preparing to open a new headquarters and flagship destination on one of Manhattan’s most prominent retail corridors. The 30-story Rolex Building at 665 Fifth Avenue replaces the company’s former 12-story building on the site. The new tower will combine office space, retail and hospitality-style amenities, giving Rolex long-term control over a major piece of Midtown real estate.
“New York City, and Fifth Avenue in particular, have long been crucial to Rolex in the United States,” said Luca Bernasconi, CEO of Rolex Watch U.S.A.
What David Chipperfield Designed For Rolex
The building was designed in partnership with David Chipperfield, with the architecture closely tied to the Rolex brand. Its sculpted glass curtain wall, terraces and facade details are intended to create a refined appearance while maximizing daylight and views.
“The design of this building is incredibly intentional,” said Jonathan Fales, executive managing director at Cushman & Wakefield, which is handling leasing.
The materials continue that approach, with terrazzo floors, fine woods and carefully detailed interiors throughout the property. Rather than creating a flashy corporate headquarters, the design emphasizes the understated aesthetic associated with Rolex.
What The Building Offers Office Tenants
The new tower is designed to compete for premium office tenants with a substantial amenity package. A 12th-floor food and beverage lounge will provide daytime dining and outdoor seating. Conference facilities will also be available, while the top two floors will feature a tenant-only restaurant serving breakfast and lunch. The restaurant will be supported by an in-building chef connected to the organization run by French chef and restaurateur Daniel Boulud. Fales said Rolex focused on creating amenities that improve the actual work experience rather than simply adding features for marketing purposes.
What Rolex’s Ownership Means For Fifth Avenue
Rolex is both the owner and a major occupant of the building, giving the company control over its headquarters and flagship retail presence at one of Manhattan’s most valuable commercial addresses. The project also reflects the continued investment by major luxury brands in prime New York real estate. For landlords and investors, Rolex’s decision to replace its existing building with a modern office and retail tower highlights the long-term value that global brands continue to place on strategic Fifth Avenue locations. Sustainability was also incorporated into the project. The facade is designed to improve thermal performance while allowing natural light into the building, and the heating and cooling systems were designed to reduce pollution.
“We have enjoyed the challenge of designing the new Rolex tower,” said David Chipperfield, adding that the project was intended to reflect Rolex’s values of “precision, quality and innovation.”
With the tower expected to open in fall 2026 and outside tenants scheduled to begin moving in during early 2027, Rolex is set to bring a new corporate and retail landmark to Midtown’s Fifth Avenue corridor.
