Here’s a closer look at the five-story project planned for the boulevard and what the project entails.
Credit: Weston Jewelers
A proposed flagship location from Weston Jewelers is moving closer to reality on Las Olas Boulevard, with Fort Lauderdale commissioners expected to vote on the project during a May 19 meeting.
The planned development at 1117 E. Las Olas Blvd. has sparked conversation in recent weeks, particularly around the size and scope of the project. But according to plans submitted by the developer and statements from the project team, the proposal calls for a five-story building — not eight stories, as has circulated in some public discussions.
Additionally, it won’t be “a Rolex store” as widely reported, but a Weston Jewelers store with a Rolex component.
The project, which was first announced last fall and previously covered by Browardist in March, would bring a new 32,000 square-foot flagship for the family-owned luxury jeweler to the eastern stretch of Las Olas. Weston Jewelers, founded by Ed and Tracey Dikes in 2001, currently operates stores in the Weston Town Center and at Seminole Hard Rock Hotel & Casino Hollywood.
According to project materials, the proposed building would include at least three floors of retail space, a bridal studio and a service center. The company says the Las Olas location is targeted for a late 2027 opening, if approved.
While Weston Jewelers is an Official Rolex Retailer and carries Rolex timepieces within its existing stores, the proposed Las Olas location would operate as a Weston Jewelers store.
Arquitectonica, the architecture firm attached to the project, recently addressed several public claims tied to the proposal. In materials shared with city leaders and stakeholders, the firm said the building is five stories tall with a roof height of 74 feet. The uppermost section, which some opponents have characterized as an additional floor, is designed as a screened enclosure for mechanical and electrical equipment.
Rather than leaving those systems exposed, as is common in many commercial buildings, the project team said the enclosure was intentionally designed to better complement the surrounding streetscape and architectural character of Las Olas.
Arquitectonica also pointed to nearby buildings of similar scale in the immediate area, including neighboring mixed-use projects and other recent development proposals nearby. The firm further noted that five-story development patterns are common in pedestrian-oriented districts across the country, citing downtown Coconut Grove as one example.
The project could help attract additional luxury retail activity to Las Olas as Downtown Fort Lauderdale continues to evolve with new residential towers, hospitality projects and population growth. Supporters of the proposal also believe the project could bring additional foot traffic to the east end of Las Olas Boulevard, with visitors potentially frequenting nearby restaurants, hotels and shops throughout the year.
Weston Jewelers says the new flagship will continue to build upon the company's hospitality-focused approach, offering enhanced private consultations, custom jewelry design services, and access to limited-edition pieces. The business remains family rooted 25 years after opening its first storefront in Weston. The Dikes family remains actively involved in day-to-day operations across the brand’s South Florida locations.
Commissioners are expected to review and vote on the proposed development during the city’s May 19 meeting.
