When the famed Long Island jeweler set out to update its roughly 3,000-square-foot outpost in the East End, it saw the elevation of its carefully curated space as its chief goal. Brand-new in-store luxury boutiques for Rolex, Patek Philippe and Cartier were brought in to line the main floor of the London Jewelers space, which has been made lighter and brighter with custom fixtures from French crystal manufacturer Baccarat. An updated TWO by London engagement shop finds a perfect alcove within as well with a seating area for picking out the perfect wedding ring. Beachier aspects of the renovation, inspired by the surrounding East Hampton area, can be found in washed woods and aquafabrics, as well as starfish-adorned displays (which change seasonally) featuring some of the finest necklaces, rings and watches. Untouched by the renovation is the store's beloved humidor (kept at a relative humidity of 71 degrees), where customers can shop for a range of cigars (from $4.50 to $50) from Davidoff, Ashton, Arturo Fuente and Padron, among others. But what are customers loving most about the recent renovation, you ask? The idea of visiting the updated location and leaving with a new Rolex on their arm. And we happen to like the idea too. 2 Main St., East Hampton, londonjewelers.com The Rolex Cosmograph Daytona, price upon request; luxury brands such as Cartier and Rolex have their own stand-alone boutiques.