Rolex to Demolish NY Headquarters, Build 25-Story Tower

Rolex plans to demolish its U.S. headquarters at 665 Fifth Ave. in Midtown Manhattan.

In its place the company will construct a 25-story office building, The Real Deal reports.

Luca Bernasconi, CEO of Rolex Watch USA, has pledged that the new building will be environmentally friendly.

“The quality, precision and excellence that are associated with Rolex will be incorporated in all aspects of the building,” Bernasconi said.

No timeline for the projet has been released. The company is partnering with architect Chipperfield on the new building, which is expected to include a Rolex retail store on its ground level.

For now, the company continues to operate in its 12-story headquarters, which dates to the 1970s.

Read more at The Real Deal