Rolex and Gruno's Diamonds History

Gruno’s Diamonds legacy of quality and excellence began in 1953 with Lester G. Gruno, who opened our first location in Rockford, Illinois. We’ve since moved into a pristine location on N. Perryville Road as well as expanded to another store in Madison, Wisconsin. Through all of these changes and advancements over the years, our reputation as a purveyor of high-end accessories and exceptional customer service prevails. With four generations of family involved in business operations, we are extremely dedicated to providing the highest quality products and services we can. Our stores are immensely important parts of our lives, and that dedication is obvious in every customer interaction we have.

‭‭It has been our greatest joy here at Gruno’s Diamonds to serve our communities in both Northern Illinois and Southern Central Wisconsin, providing an abundance of refined, expressive, and luxurious accessories that reflect our commitment to excellence. As a staff, we are ever progressing, learning, and training to keep up with both our own standards and the fast-moving world of jewelry and timepieces. We are deeply integrated into our communities where we continue to grow and prosper, seeking always to benefit the people of Rockford and Madison. Bringing the iconic charm and elegance of Rolex watches to this area is truly an honor for us.