de Boulle Diamond & Jewelry, Inc. Opens a Rolex Shop-In-Shop in its New Store Located in the River Oaks District

Houston, TX— de Boulle, a family-owned business for nearly 40 years with locations in Dallas and Houston, announced the opening of a Rolex shop-in-shop in the River Oaks District.

“We are thrilled to carry such an esteemed and long-admired brand,” said Denis Boulle, owner, and CEO of de Boulle. “Rolex represents the standards we strive to embody at de Boulle – quality, value, and reliability. “

The new Rolex space encompasses over 1,000 square feet and features its own private entrance off Kettering Drive. Designed with the Rolex palette as a reference, materials found within the space include imported travertine, American walnut, polished brass, and brushed bronze. One of the most prominent features in the Rolex environment is the floor-to-ceiling aqua wall that has become synonymous with the brand.

With several different seating areas for guests to view the wonderful collection, including a custom-built “watch bar” and a VIP lounge, the team at de Boulle can provide an authentic Rolex experience using their professional expertise that showcases the excellence, precision, and attention to detail the brand is known for.

“To partner with Rolex is especially meaningful to me,” said Nick Boulle, President of de Boulle Houston. “Not only is it a privilege to offer these exceptional timepieces to our clients, but it is an honor to carry a brand that is closely connected to the world of motorsports which is a passion of mine.”

In 2017 Nick won the Rolex 24 at Daytona. He is the first and only authorized Rolex dealer to win the race. As a special homage to the famed race, Rolex and de Boulle have created an area that is dedicated to racing and the Boulle family’s connection to the sport.

From the Rolex environment, clients can make their way via a doorway to the larger de Boulle store, which houses a de Boulle Collection salon showcasing an assortment of bespoke fine jewelry, as well as a Patek Philippe showroom. The heart of the store hosts a shared hospitality lounge, which connects the different spaces and features a double-height stone-clad wall with an emerald-cut illuminated ceiling where clients can enjoy a drink and be welcomed in a beautiful environment and friendly manner.

We invite you to visit de Boulle in Houston and discover the new Rolex Showroom with its exceptional timepieces.