There are very few places in the Netherlands where you can buy a Rolex with the assurance that everything is genuine. The Rolex Boutique House of Gassan on Nieuwe Uilenburgerstraat is one of them. Not only is it officially recognized by Rolex itself, but it’s also the first boutique of its kind ever to open its doors in the Netherlands. If you’re looking for a Submariner, a Daytona, or a Day-Date, this is definitely the place to go.
The man who made this happen in 2013 is Benno Leeser, CEO of GASSAN. Incidentally, this isn’t his first first with Rolex. Back in 2006, GASSAN opened the first Rolex boutique at an airport outside of Switzerland—at Schiphol. And even before that, GASSAN had enjoyed a special relationship with the brand for decades: the company has been selling Rolex watches through Schiphol Airport since the early 1970s. Given this background, the boutique in the city isn’t just another expansion—it’s the logical next step for a company that has long understood how this works.
The boutique is located in the House of Gassan building, a former diamond-cutting workshop on Nieuwe Uilenburgerstraat. The building is already a city landmark, and the Rolex Boutique has recently been renovated there. Wide display cases, sleek materials, and an interior design that immediately makes it clear you didn’t walk in for an impulse purchase. The space is designed to put the watches front and center, and that’s exactly what it does.
GASSAN has been selling Rolex watches at Schiphol Airport since the early 1970s.
The building on Nieuwe Uilenburgerstraat is located in the city center, in a neighborhood where the diamond industry was once deeply rooted. That history still lingers there a bit. GASSAN fits right in: an Amsterdam-based company with a long track record, which in this case sells something that’s actually a Swiss story, but has been at home here for more than fifty years.