The Plan: Fifth Avenue’s New Rolex Building, a Nod to Timelessness

Sleek, subtle, sophisticated, iconic: all accurate ways to describe a Rolex watch, and now also the Rolex Building at 665 Fifth Avenue in Manhattan. 

The 30-story, 165,000-square-foot boutique Midtown office building replaced the 12-story structure built on the site in 1924. The new tower will open this fall, and will feature exteriors defined by a sculpted glass curtain wall, a vast amenity space, office space for a plethora of tenants — including Rolex, a tenant in and the owner of the old building — and a multifloor retail space, also for Rolex. 

“New York City, and Fifth Avenue in particular, have long been crucial to Rolex in the United States,” Luca Bernasconi, CEO of Rolex Watch U.S.A., said in a statement. “The Rolex Building at 665 Fifth Avenue is a clear expression of our enduring commitment to this city: a beautiful example of modern architecture that will serve our team and tenants, as well as welcome clients for decades to come.” 

The design of the building was formulated before COVID. The development phase occurred during the pandemic, and the
topping-off took place last year, with third-party tenants slated to enter the building in early 2027.

“The design of this building is incredibly intentional. It was designed in partnership with David Chipperfield, and the facades are inspired by the Rolex watch face,” Jonathan Fales, executive managing director at Cushman & Wakefield — which is handling leasing for the building — told Commercial Observer. “That is really the starting point with which the building can be viewed in a holistic way.”

Building amenities will include a daytime food and beverage lounge with the option for al fresco dining on the 12th floor, as well as conference spaces plus a tenant-only restaurant on the top two floors. There will be breakfast and lunch items offered in this space catered by the in-building chef, who is part of the organization run by French chef and restaurateur Daniel Boulud. 

“The amenities were developed not to check a box. We aren’t adding a golf simulator,” Fales said. “Rolex was focused on delivering amenities that would make the work experience the best for those that occupy space to do their best work. Amenities are often viewed as tangible elements, but I think there’s a service element to amenities that is often overlooked.” 

Another intentional aspect of the building were the materials, which were meant to reflect the refinement associated with the Rolex brand. They include terrazzo floors and a variety of fine woods throughout the property. 

“The building is very reflective of what one would envision the Rolex brand to be,” Fales said. “It’s understated sophistication and elegance. It’s not about flash, it’s very intentional and understated elegance.”

Rolex also committed to sustainability when designing 665 Fifth Avenue. The facade optimizes daylight and views, while reducing energy use  via improved thermal performance. Additionally, the heating and cooling system was designed to reduce pollution. 

“We have enjoyed the challenge of designing the new Rolex tower,” Chipperfield said in the company’s statement. “With this project we hope to make our own contribution embodying Rolex’s values of precision, quality and innovation as fundamental principles integrated into every aspect of the building.”

Amanda Schiavo can be reached at aschiavo@commercialobserver.com.