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Rolex strengthens its presence in New York with the installation of an impressive new clock at one of Manhattan’s most iconic landmarks, as part of a new partnership with Rockefeller Center.
The Swiss watchmaker announced the collaboration in June 2026, ahead of the opening of its new North American headquarters at 665 Fifth Avenue. Under the agreement, Rolex becomes Rockefeller Center’s Exclusive Timepiece Partner, with both institutions set to host annual events and cultural installations.
The new clock, positioned atop an information center near the famous ice-skating rink, draws inspiration from the Art Deco architecture that has defined Rockefeller Center since its construction in the 1930s.
Photo Courtesy of Rolex
Photo Courtesy of Rolex
Its design incorporates several historic elements from the watchmaker. The five pillars supporting the structure reference the five points of the Rolex crown and the five links of the Jubilee bracelet.
Its fluted bezel also recalls the design introduced in 1926 with the launch of the Oyster, one of the most significant models in watchmaking history.
Photo Courtesy of Rolex
Photo Courtesy of Rolex
With this installation, Rolex adds its name to one of New York’s most recognizable landmarks, visited by millions of tourists each year. The new clock can now be seen in the heart of Manhattan, just steps away from Rockefeller Center’s famous ice-skating rink.
Photo Courtesy of Rolex
