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Questions: Marine rocky outcrops are model systems of community assembly under harsh conditions. The prevailing environmental conditions that determine a coast–inland gradient of stress and disturbance impose a strong environmental filter on community assembly. However, the Atlantic rocky outcrops of Uruguay challenge this assumption as they exhibit high plant diversity at small spatial scales. We investigated this study system to answer: (1) which environmental factors determine diversity at the local scale; (2) and how does the regional pool influence species composition along the coast–inland gradient? Methods: We analyzed the local and regional determinants of plant community assembly in four rocky sites along the Uruguayan coast. Through a random sampling approach stratified by distance to the coast, we recorded species occurrences and microenvironmental conditions. Observed taxa were assigned into different species assemblages according to their typical vegetation type. Generalized Linear Model (GLM)–Poisson regression, quantile regressions and hierarchical cluster analyses were used to identify the factors underlying local richness and the spatial vegetation structure. Results: Nine different vegetation types generate a mass effect that enhances local diversity. Unexpectedly, 56% of the species are from non‐marine environments — e.g. grasslands or hydrophilous herblands. Species assemblages were spatially clustered, with a turnover of these clusters along the coast–inland gradient. Elevation, distance to the coast and vegetation cover promoted richness, likely due to an attenuation of marine filters. Meanwhile, substrate availability reduced richness, likely due to competitive exclusion as a result of more resources and homogeneous microenvironmental conditions. Conclusions: The high local diversity along the marine rocky outcrops of Uruguay is best explained by a functionally diverse regional species pool, which interacts with local heterogeneity, and by conditions that enhance or attenuate the effect of marine stress. Effective conservation and management strategies are key to minimize the detrimental effects of urbanization, fragmentation, and non‐native plant invasions on these diverse habitats. [ABSTRACT FROM AUTHOR]