Rolex and Tudor expansion for Jacksonville jeweler

Florida retailer Underwood Jewelers is hoping to complete the renovation and expansion of its San Marco store by the end of the summer.

Having received city approval for the work in March, the company is spending $2.2 million on the project, which will overhaul both the interior and exterior.

“We love San Marco, and we love everything about that square,” Underwood Jewelers’ president Michael Richards told the Jacksonville Business Journal.

“Our building needed to catch up, to be more modern and new, and that’s what we’re going for,” he continued.

As an authorized Rolex dealer, Richards explained that Tudor will now have its own corner boutique, with Rolex occupying an even larger, exclusive presence.