Coming home with a duty-free Rolex was once a key perk of the international executive traveler visiting posh airports in the likes of Switzerland and Germany with their own Rolex boutiques. Those days are mostly long gone however with supply of the iconic Swiss brand’s most desirable watches subject too a yearslong waiting list. The difficulty in acquiring Rolex’s top sports models like the Submariner, GMT and Daytona at retail price from one of the brand’s authorized dealers can now seem almost insurmountable.
Next month however Bob’s Watches, the world’s largest and most reputable online retailer of vintage and pre-owned Rolexes, is opening a boutique luxury-watch showcase at John F. Kennedy International (JFK), New York City’s largest major airport, the busiest in the region for international flights and one of the main international air-travel gateways in the U.S. Which of course also makes it a major hub for high-end duty-free shopping.
This actually isn’t Bob’s Watches’ first foray into physical retail as it has partnered with the likes of Goop, Sotheby’s and Revolve; it also has in-person showrooms in Newport Beach, California and Naples, Florida, where customers can visit by appointment. But the JFK boutique is unique in the pre-owned luxury watch, travel retail space, and builds on previous Bob’s Watches’ displays at airports in Abu Dhabi and Las Vegas, with the first-of-its-kind JFK venture being an impeccably-designed, permanent installation.
Terminal 8’s duty-free offerings have recently been revamped and expanded under a new long-term contract operated by Dufry (part of Avolta), with a focus on luxury boutiques, lifestyle brands, local inspirations, and experiential shops. Bob’s Watches joins a prestigious roster of top-tier brands at Terminal 8 that will now include Marc Jacobs, Montblanc, TAG Heuer, Breitling, Dior, YSL, Loewe, and Salvatore Ferragamo, among others. The Bob’s Watches boutique luxury-watch showcase will sell only vintage and pre-owned Rolex.
Founder and CEO Paul Altieri—himself one of the world’s top Rolex collectors—built the hugely successful Bob’s Watches brand on transparent marketplace pricing, and the prices of all its watches, no matter how valuable, are never inflated but always directly tied to current market data. While most Rolex watches trade above retail on the secondary market, certain models can at times actually be found for less than retail price on bobswatches.com. And all are offered with an ironclad authenticity guarantee.
With New York City sales taxes alone totaling nearly 9%, the allure of duty-free and tax-free pre-owned Rolex shopping at the airport’s Terminal 8, the main hub for American Airlines and thus a frequent destination for well-heeled travelers with AA’s elite Executive Platinum and Concierge Key status among others, might be worth buying a ticket just to get access to the airside Bob’s Watches boutique. And of course unlike brand-new Swiss watches, these already-imported pieces aren’t subject to rising tariffs.
“This location is designed around how people shop while traveling,” says Carol Altieri, Bob’s Watches’ COO. “The assortment of Rolex watches is highly curated and focuses on pieces that feel current and are in excellent condition. In an airport setting, customers value simplicity and confidence, so the experience is meant to be easy to navigate while still reflecting the impeccable standards our brand is known for.” Now is the perfect time for the new boutique as “interest in luxury watches remains strong overall,” she notes.
That’s especially true for Rolex, the world’s most recognized name in Swiss watches. “We’re seeing healthy demand at every level, from longtime collectors to first-time buyers,” Altieri notes. “The desire for immediate availability and transparency continues to resonate with customers and supports continued momentum in the pre-owned market. Many of the pieces are versatile, durable, and easy to wear across different settings.” So the next time you’re flying internationally out of JFK, we’d suggest getting to the airport early.