Reeds Jewelers Opens Fayetteville Showroom Featuring Rolex and Custom Services

Reeds Jewelers officially opened its new Fayetteville showroom with a ribbon-cutting ceremony on Tuesday, relocating its Syracuse store to 100 Dewey Ave. after 47 years in the Syracuse area. The move, celebrated on March 3, 2026, brings the family-owned retailer’s footprint to five stores overall and establishes its second Rolex-designated showroom in the Reeds network.

The Fayetteville location is configured to showcase both engagement jewelry and luxury Swiss watches, and company leadership framed the opening as part of continued regional growth. President and CEO Jeffrey Zimmer said the new space reflects that strategy: "We're thrilled with this location... It's a wonderful location with wonderful people," and he added the company’s objective is to give customers a great experience, not just sell products but serve buyers.

Interior features reported for the new showroom include expanded displays, private consultation areas, and in-house Rolex servicing. The layout is intended to support private engagement-ring consultations alongside watch sales and servicing, and customers visiting the showroom are offered champagne or espresso while shopping, a hospitality touch noted at the opening.

Corporate materials describe Reeds as an 80-year family business focused on engagement rings and luxury timepieces and frame the Fayetteville showroom as part of a network of landmark locations. Reeds’ product roster and brand relationships explicitly include Tudor (listed as "Tudor Official Retailer"), OMEGA, Hamilton, Citizen, Bulova, G-Shock, Longines, Le Vian, Pandora, Swarovski Crystal, Kallati and in-house lines such as ASTERLY BY REEDS. The company also markets a credit-card rewards program that returns 3 percent back on purchases to use as cash toward a future purchase.

Photographs documenting the ribbon-cutting are filed as RJ1.jpeg, RJ2.jpeg and RJ3.jpeg and carry the gallery photo credit "PHOTO BY CNY CENTRAL." The visual coverage shows the storefront at 100 Dewey Ave., ribbon-cutting participants, and interior vignettes that highlight expanded display cases and consultation seating.

The relocation concludes a 47-year chapter for the Syracuse storefront and positions Reeds to consolidate sales, private consultations, and on-site servicing under one Fayetteville address. With the combination of bespoke engagement services, a broad roster of Swiss and fashion watch brands, and a second Rolex-designated showroom, the company has signaled a sustained investment in Central New York retail and service capability at 100 Dewey Ave.