Rolex News Item...

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COSTA MESA, Calif.--(BUSINESS WIRE)--When the first domestic Rolex flagship store opens in March of 2008 at South Coast Plaza, clients will be presented with one of the largest presentations of Rolex watches in the world – more than 1,000 timeless, luxury timepieces.

“This is the most exciting concept flagship store to come to the United States,” explained Terry Weiner, CEO of Baron and Leeds, the official Rolex Jeweler. “And this is the perfect marriage – the finest luxury center in the United States teaming with the finest watch in the world.”

Rolex Presented by Baron and Leeds is the first Rolex flagship concept in the United States and will be created in similar fashion to Rolex boutiques in Beijing, Geneva, Rome and Tokyo. The store will be located near Carousel Court within South Coast Plaza.

The leading name in luxury wristwatches, Rolex has been the pre-eminent symbol of performance and prestige for over a century. Headquartered in Geneva, Switzerland, with 28 affiliates worldwide and relying on 4,000 watchmakers in over 100 countries, Rolex continues to expand its long history of achievement and innovation.

However, unlike the Rolex boutique in Geneva, this will not be factory owned, rather it will be just a normal jeweler's shop, but one that only sells Rolex.