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This new 30-storey tower, won in an international competition, will be located on the corner of 5th Avenue and 53rd Street, replacing the existing building that has been occupied by Rolex since the 1970s. As well as new office areas for staff and tenants, and a new Rolex store that will occupy the first four levels, the building will provide brand experiences across a wide range of company’s interests. The 165,000 square foot building will become an important symbol of Rolex’s commitment to quality, precision and excellence. It is designed in accordance with LEED Platinum with the ambition of being the most environmentally sustainable new-build tower in New York, while the high quality of the spaces and materials will enhance the well-being of its users and visitors.