A number of luxury brands have chosen South Coast Plaza as one of their few (and for some brands, their only) store locations. Zara made its debut in the California market opening their first California store in South Coast Plaza in 2004. In 2005, French luxury design house Chloé opted to open their second United States boutique at South Coast Plaza. In 2009, Chloe opened its second Southern California boutique on Melrose Place in Los Angeles, and to this day still with Rodeo Drive in Beverly Hills notably absent. Watch Manufacturer Rolex opened their flagship U.S. location at South Coast Plaza. Purveyor of modern furniture Room & Board also opened a showroom in 2002.