Fresno now has its only “authorized” Rolex dealership with the opening of Wickersham Company in River Park. The 112-year-old jeweler from Bakersfield recently opened its second jewelry store/Rolex dealership, this one between Sur La Table and Panera Bread.
Rolex watches start at $5,000 and run up to $275,000. They are “the finest watches in the world,” says Wickersham president John Abrams. The store also sells William Henry knives, some made with dinosaur bone and mammoth tooth and costing up to $8,900, and its own line of jewelry made in Bakersfield. The store has the security to go with such high-end items too, including a vault that holds all the merchandise at night. Customers must ring a bell and a security guard behind glass will buzz them in, and then buzz them through a second door.
Every time I write about a high-end retailer like this one someone says to me, “Oh, Fresno can’t support that.” We’ve definitely got our fair share of poor: One in four residents in Fresno lives below the poverty line. But we also have had Haron Jaguar selling $90,000 cars here for years. Posh in Fig Garden village sells fur coats that cost thousands of dollars and bathrobes at La Rouge in Fig Garden run over $100. The owner of Posh once told me that Fresno’s wealth is quiet, and tends to travel out of town to do a lot of its high-end shopping. The Wickersham president agrees there’s enough wealth to support a Rolex dealership here (obviously) and says companies give the watches as awards.
So just who do you think it is in this town that would buy a Rolex? Is it doctors and lawyers? Farmers?