Full analysis of the Rolex Marketing Strategy

Before talking about the rolex marketing strategy, let’s step back a little and let’s ask ourself:

What’s has made the Rolex success based on his brand essence? Here we have to begin.


Today, Rolex products are preferred by wealthy businessmen, movie stars, politicians and various celebrities. At the enterprises of this company, six thousand employees work, who produce about half a million watches annually. Rolex has a turnover of approximately $3 billion a year and is one of the most successful Swiss watch and accessory manufacturers.

It is interesting that its founder was a Bavarian and previously had nothing to do with the production of watch movements. Hans Wilsdorf worked for a large enterprise engaged in the export of pearls. He then moved to a friend’s firm that exported Swiss made watches. It was there that Hans became interested in Swiss watch movements.

But the work of a hired employee was very burdensome for Wilsdorf. And he decides to establish his own company, which should be engaged in the same export of watches. Hans opened the Wilsdorf & Davis company in London (the second name belonged to his half-brother) in 1905 and began to supply these products to England. Their production was carried out by Swiss professionals, but the W&D monogram was applied to the finished product cases.

Wilsdorf realized that advertising is an excellent engine of any trade and tirelessly spread the word about the extraordinary accuracy and durability of his watches. When, in 1926, London-based typist Mercedes Gleitze decided to be the first woman to swim across the English Channel, Wilsdorf suggested that she use a Rolex Oyster model so as not to lose her bearings in time. With this act, Hans raised the interest in his own watches among many thousands of consumers who learned about his products after this promotion.

The second event that made his products even more in demand was an interesting innovation – in 1931, a watch was invented with a mechanism that did not need constant manual winding. In 1945, the company creates a clock indicating the date. Further, waterproof products for scuba diving, and products showing dual time with different time zones were presented to the public.

The innovations introduced by Rolex made this company the ancestor of the formation and development of today’s watch industry.

High quality and the best modern technologies – this is how the company’s products have always been positioned on the market, creating a recognizable brand with a positive image for any consumer. The Rolex brand gave the produced watches the exclusivity and high status of the attributes of very successful and wealthy people.

In today’s world, a certain number of retailers sell watches from this famous brand. For many years, Rolex has reduced the number of retail chains for its products. As a result, many merchants have ceased to be interested in watches produced by this brand, artificially creating a stir for the products of this brand and automatically raising their cost. Basically, people bought (and continue to buy now) Rolex to emphasize their successful social status and level of material well-being.

These watches have long been known as a good investment of their own funds, as they have a high durability, so there will always be a buyer for them. Thanks to the consumer perception of Rolex as a symbol of success and the oldest brand that has proven its excellent quality, this brand will always be positioned as an attribute of prosperous and happy people who occupy a high social position. It invariably occupies the best positions in the nominations of the world’s best and most expensive brands on the planet.

Principles of success:

– excellent quality. The company pays great attention to this indicator, from the very beginning of its activity. To emphasize the quality of products, the experimental sample was tested in a Swiss laboratory, where numerous tests confirmed its excellent accuracy;
– smart strategy. Rolex artificially stimulated demand for its own products by making them less common. Only a few retailers of such products are eligible to sell the brand’s products.

Brief information about this brand and its products:

– date of creation – 1905. 
– State of origin – England;
— this name Rolex was chosen for the following reasons: it is very easy to remember and pronounce in all languages ​​of Europe, and it is also short and fits perfectly on the dials;
– Oyster Datejust watch (1945) became the first model to show time automatically;
“Today, Rolex still manufactures its own products by hand, carefully controlling their quality.


Every Friday we cover trends in marketing, distribution or marketing strategies of brands and retailers. This week we take a look at Rolex , the brand most closely associated with the world of luxury.

The 110-year-old company was founded by relatives Alfred Davis and Hans Wilsdorf in London, England and was simply called Wilsdorf and Davis. At that time, the company mainly imported Swiss movements, which were then packaged and resold to independent jewelers.

However, the Rolex trademark was registered in 1908 , and this event was followed by a move in 1919 to Geneva, Switzerland (near the headquarters of the Europa Star, let me tell you). Here I would like to put an end to it and say “but the further development of events …”. But that would downplay the impact Rolex has had on the world of watchmaking and jewelry.

In fact , Rolex was the most valuable Swiss watch brand in 2014, valued at CHF 7.21 billion.

Retail World: Rolex's Minimalist Marketing Strategy

Source: Statista

How did the company become such a global brand? According to Adweek, the company focused on the details, choosing craftsmanship, quality and impeccability – and consumers favored its watch’s clean, relatively practical design.

Based on its success, Rolex can now afford to move on autopilot. According to Edward Faber, author of American Wristwatches: Five Decades of Style and Design , “they believe they’ve conquered every market they can, so they don’t shine in public anymore.”

However, the brand has made very thoughtful changes to its marketing strategy. For example, in our digital age, some brands are flooding into cyberspace, trying to advertise the brand and create a reaction in the market. Rolex went the other way.

Just a few years ago, the brand decided to start an official Facebook page. In an interview with Mashable Rolex remarked that “We are not interested in hype. We are very thoughtful about content, preferring quality over quantity, and only speak when we have something to say and when we are confident in our words.”

Rolex ‘s marketing strategy has made a major historical shift. If before the brand was selling history , now it is selling history . And this history is embodied in the brand’s logo: the Rolex crown is recognized all over the world. Fit for the King (or Queen) of the Clock, right?

In fact, there is a rumor among watch fans that lesser brands have tried to pass themselves off as Rolex . Not surprisingly, some vintage Roamer models feature the signature five-pointed Rolex crown . And it goes without saying that the current Roamer logo has nothing to do with the crown. It’s all about the legal and financial power of the brand. (VJ)

Let’s now dig into deeper details! 🙂

Development of marketing support for Rolex watches

What are we going to see now?

The subject of the study: The relevance of the chosen topic lies in the fact that the elite of society needs things that will emphasize their status, their position in society. Rolex watches are undoubtedly one of these products. After all, Rolex is not only a high-quality watch, it is a global brand that any watch collector wants to get, or a person who wants to emphasize his status, Rolex watches will help him with this. In order to competently and successfully sell, it has become very important to understand why people buy certain goods and services, what they expect, what they prefer.


The relevance of the chosen topic lies in the fact that the elite of society needs things that will emphasize their status, their position in society. Rolex watches are undoubtedly one of these products. After all, Rolex is not only a high-quality watch, it is a global brand that any watch collector wants to get, or a person who wants to emphasize his status, Rolex watches will help him with this. In order to competently and successfully sell, it has become very important to understand why people buy certain goods and services, what they expect, what they prefer. The opportunity to explore these problems in the process of writing this work and subsequently apply the knowledge gained in practice makes this work especially relevant.

The subject of the study is the identification and detailed consideration of consumer preferences for this product, as well as a comparison of the results obtained with the characteristics of watches already existing among competitors, and the definition of market niches for the product on the market, in order to position the company’s product in the identified segments.

The object of the study is a Rolex watch.

Rolex is the most famous brand in Russia, the most prestigious and recognizable. Everyone knows about Rolex – even those who do not need to delve into the specifics of the market for exclusive watches that are worth three of their annual earnings. Most people striving for success dream of just such a watch. Rolex is a symbol, an attribute of success, a synonym for the highest quality. The price of a Rolex is directly related to the technical perfection of the mechanism, the use of precious stones and metal. It is generally recognized that Rolex is a model of technical excellence, which is difficult to find equal. Not without reason, in their manufacture, the labor of very expensive specialists is used, even in seemingly completely ordinary operations. In other watch companies, such work is performed by ordinary masters.  
The history of Rolex began in 1905, when Hans Wildsdorf, a Swiss watchmaker, founded a company in London selling Swiss watches. However, the watches that he offered to his customers did not satisfy him in terms of quality. It was at that moment that the Rolex philosophy was born – maximum quality for maximum money. 

  The purpose of the presented course  work is: analysis and improvement of the marketing support  of Rolex watches. The subject of the study is the elements of the Rolex marketing mix.

         As part of achieving the main goal in the course work, the  following tasks were solved:

          1) development of a market research methodology;

2) analysis of the company’s marketing environment; 
          3) development of commodity policy; 
          4) analysis of pricing policy; 
          5) development of a distribution and product distribution system;

6) development of a communication  policy.

The materials of the Internet, information from books, articles, as well as lecture material of Professor, Doctor of Economics LN Rodionova were used in the work.

1 Development of a market research methodology 

Marketing is intelligence in the corporate army. Marketing is information technology.

Market research is not an end in itself, but a source of information for making an effective management decision.

To understand the firm’s customers, its competitors and Rolex dealers, market research is indispensable. At the first stage of marketing research, it is necessary to clearly define the problem and agree on the objectives of the study.

Rolex needs to address the following issues:

  • How to increase the number of Rolex watch users?
  • What competitors exist in the market?
  • How to maintain the image and prestige of Rolex in this market?

Having defined the research problem, the following goals can be put forward:

Search engines:

1) Identify the advantages and disadvantages of competitors

2) What characteristics are most important for  buyers

3) Define the target segment


1) Find out the attitude  of consumers towards the Rolex brand in the market

2) determine how many users prefer ultra-expensive watches.

At the second stage, it is necessary to determine the type of information of interest and the ways of its most effective collection. Research begins with the collection of secondary data.

In the case of Rolex, a huge amount of secondary data can be collected. This is, first of all, the profit and loss statement of the company, sales figures.

1) Statistical reference books of Russia: “Statistical Directory of Main  Economic Indicators”, “Russian Statistical Yearbook”, “Russia in Figures”, “Demographic Yearbook of Russia”, “Social Status and Living Standards of the Population”, etc. where there is information on the population, on income and education levels. 
2) Internet sources: www.gks.ru, http://www.rf-agency.ru, http://statistika.ru, http://statbook.ru, http://www.etoday.ru; http://www.rbcdaily.ru;

3) Such magazines as: “Business and Psychology”, “Proji”, “Harvard Business Review” notify about businessmen, about their activities and interests.

The secondary data serve as the starting point for the study. Most marketing research involves the collection of primary data.

From the sites you can find out what competitors are on the market at the moment, what characteristics they have. From business magazines you can find out what is the fashion for watches now among the elite “hangouts”.

Primary data are the results of observation, experiment and survey.

The company will use a questionnaire as a survey method.

The survey will be conducted in expensive restaurants in Ufa: “La Ronge”, “A – Cafe”, “Del Mare”, “Gooseberry”, as it is here that you can interview the target segment of premium watches. Customers will be prompted to fill out a questionnaire while waiting for an order. As a thank you for participating in the survey, Rolex is donating Vueve Clicquot champagne.

The company will also conclude an agreement with Aeroflot, where people with a high income level will be asked to answer the questions of the questionnaire.

With the help of questions, we get to know our potential buyer even more, identify the requirements that he makes to the product. That is, after analyzing the information, we will receive average statistical data from all questionnaires (for example, how many percent prefer the Rolex brand, what percentage would buy a watch)

2 Product policy development

2.1 Providing three levels of goods

When creating a product, the developer needs to perceive the idea at three levels.

Fundamental is the level of goods by design. When buying a Rolex watch, the consumer is actually buying a product that is not only an accessory, but also classifies it as a top class, shows its status in society, prestige, success, self-confidence and its worth.

Product in real performance

Figure 1.1 – The brand name of the company.

Real Rolex watches have the following characteristics. The Oyster case is one of the cornerstones of Rolex’s reputation and has become the standard of excellence in watchmaking for many. Invented by Rolex in 1926, it was the first waterproof watch case, thanks to a patented system of screwed-in bezel, case back and crown. Durable and comfortable, the Oyster bracelet is the perfect combination of form and function, aesthetics and technological advances. It features an Oysterlock clasp with a folding buckle to prevent accidental release, and an Easylink extension link, exclusively designed by Rolex. The original system allows the owner of the watch to lengthen the bracelet up to 5 mm,

At the third level is the watch service. The Rolex Service Policy aims to return Rolex watches that have been serviced to their original aesthetics and functionality. During the service, the watch mechanism is completely moved. The watch case and bracelet are meticulously crafted to bring them back to their former glory. Watches are rigorously tested for accuracy and water resistance to ensure the level of quality and reliability expected from Rolex.

Reinforcement item. 

When you buy a Rolex watch, you get warranty and post-warranty service.

The Rolex Service Policy aims to return Rolex watches that have been serviced to their original aesthetics and functionality. During the service, the watch mechanism is completely moved. The watch case and bracelet are meticulously crafted to restore their original luster. Watches are rigorously tested for accuracy and water resistance to ensure the level of quality and reliability expected from Rolex.

The most important for our company is the second level, as the watches are chosen based on quality, technical characteristics, brand and price. We will compete at this level, using various advantages.

2.2 Product positioning in the market

 Rolex focuses on serving certain parts, market segments, when creating watches. In doing so, they take into account the following segmentation principles.

First of all, demographically. Rolex watches are primarily intended for men over 30 with a high income.

The next segment on the psychographic principle, Rolex released their watches for people who want to emphasize their status. Show your importance from the first minutes you reached out. Rolex buyers are independent, impulsive, courageous, active and self-confident people.

Positioning a product in the market requires three steps:

1) Market segmentation 

2) Selection of target market segments

3) Positioning the product on the market 

The first stage: Segmentation – the breakdown of the market into clear groups of buyers, each of which may require separate products or a marketing mix.

By demographics:        

– by gender: the main buyers of Rolex are men who earn very well and strive to emphasize their status in society.

– by age: the watch is aimed at men over the age of 35;

– by income level: Rolex watches are designed for people with a very high income level.

Second stage: Selection of target market segments – evaluation and selection of one or more market segments to enter them with their products.

After analyzing the data, we can say with confidence that our target segments are rich men over the age of 35 who want to emphasize their status in society and love style.

The third stage: Positioning is the process of identifying a product with consumer properties that best meets the requirements of potential consumer segments.

The purpose of positioning is to give the product characteristic and distinctive features that would meet the requirements and needs of consumers, and at the same time would distinguish this product from competing products. Positioning is the process of managing consumer perceptions. The search for distinctive features and features is carried out among the consumer properties and characteristics of the goods that are essential for consumers.

Rolex uses a competitive way to position its products, which brand competes with such brands as: Omega Ebel, etc. Compared to competitors, Rolex is a more expensive product, with better quality features (the first waterproof watch in the world) and confirms this at various exhibitions, auctions, etc. The price is justified by the high functionality of the watch and the popularity of the brand.

Figure 1.3 – Requests in European countries for 2013.

2.3 Product competitiveness.

Any product offered for consumption and use must be tested for the degree of satisfaction of the need. One of the procedures for such verification is to establish the competitiveness of the goods.

Figure 1.4 – Comparison of Rolex with competitors.

The competitiveness of a product is calculated on the basis of 2 groups of parameters: technical and economic.

To determine the competitiveness of the product under study, it is necessary to select a basic sample, establish a list of parameters to be assessed, determine group indicators for regulatory, technical and economic parameters, calculate an integral indicator and draw a conclusion about the competitiveness of the product.

Let’s take an Omega washing machine as a basic sample, since this company is the most competitive with our company compared to others. Let’s define group indicators according to technical and economic parameters.

Technical indicators include: power reserve, water resistance level, thickness, diameter.

Table 1 – Technical indicators.

Technical specificationsWeightsGradeRolex     GradeOmega
1. Power reserve0.4422 hoursfive40 hours
2. waterproof0.1five100 meters330 meters
4. diameter0.3five42444

Itp=5/4*0.4+3/5*0.1+4/5*0.2+4/ 5*0.3=0.96

Economic indicators include: price and cost of consumption.

Table 2 – Economic indicators.

Technical specificationsWeightsRolex     Omega
1. price0.9five3
2. cost of consumption0.1five3


Based on the indices obtained, we determine the competitiveness of watches by calculating the composite index:

K \u003d (Itp / Iep)

K \u003d (0.96 / 0.6) \u003d 1.6

The integral indicator of competitiveness is 1.6 >1, i.e. we can conclude that our product is 60% competitive compared to Omega watches.

2.4 Product life cycle

The Rolex company is at the stage of maturity, as the company has long been entrenched in the Russian market. To date, Rolex have stable sales volumes, with a turnover of 4.5 billion francs per year. In last year’s edition of Le Temps, Geneva’s premier business newspaper, the official Rolex numbers were announced. During the year, 770 thousand models were produced for about 4.5 billion Swiss francs. The output of products increased by 33 compared to 1999. 16.1 products were sold on the Swiss market. Everything else was exported. According to Le Temps, the products are distributed evenly across the market: 1/3 in Europe, 1/3 in America and 1/3 in Asia. This means that sales in Russia have increased. But all this is kept secret.

3 Distribution channels and distribution

3.1 Distribution system

All watch production of the company takes place at the manufactory in Geneva (Switzerland). It is difficult for a company that covers the entire world market to control the entire sale of watches, therefore it offers its products to the market through intermediaries, thus creating distribution channels.

Consider distribution channels:

1) consider a zero-level channel, where the producer and consumer interact directly, without intermediaries:

Official Rolex stores are located in the fashion capitals of the world, Milan, Paris, London and, of course, Geneva (where Rolex manufactures its watches). This channel functions when the watch purchased is ordered personally from Rolex. The customer discusses with the company all the characteristics (finds out the color, characteristics, etc. that the customer needs), and the company makes the right watch. And also independently, delivers them to the client.

2) level 2 channel where, manufacturer – wholesaler – retailer – consumer.

In Russia, Patek Philippe watches are sold through this channel. The only official distributor is the Mercury company (cooperates with elite department stores in Moscow, St. Petersburg, the Sverdlovsk region and the Krasnodar Territory). It seems to me that these cities were not chosen by chance. After all, it is here that a greater number of rich people are concentrated (our target segment). Also, these cities are places where many famous people constantly come.

3.2 Merchandising

Now we can deal with the problems of commodity circulation, i.e. how the firm organizes the storage, handling and movement of goods so that they are available to consumers at the right time and in the right place.

We will identify the goals of the movement of goods.

Basic goals:

1) How should you work with  customers? (order processing)

2) How should the goods be delivered  ? (to deliver the goods safely)

Order processing. Merchandising begins with the receipt of an order from a customer. We execute the received order quickly and accurately thanks to a computerized system that allows us to speed up the cycle. This order arrives at the manufacturer’s enterprise within a short period of time (no more than 5 minutes). During this time, the main Rolex company receives data on the model, color and other features that the client needs. Next, Rolex looks at the availability of available watches, and gives an answer. Shipped products are accompanied by shipping and payment documentation. Copies of shipping and payment documents are sent to various departments of the company.  

In summary, in developing the order processing system, Rolex placed an emphasis on order speed and efficiency.

Warehousing. As such, Rolex does not have storage facilities. Only one warehouse can be allocated, which is located in Geneva at the Rolex factory. There is only a small stock of watches in this warehouse. Usually there are stored models that are most often ordered. This is done in order to quickly complete the order when ordering such models.

The warehouse, which is located at the Rolex factory, is a very well protected structure, not only from thieves, but also from natural conditions. 

Also, there are no watch warehouses in stores. Almost all models are presented in stores in one copy.

Transportation. From the place of production – Switzerland – Rolex watches are delivered by air.

The company uses only air transport. Uses only the best world companies. Such as:

  • Air France-KLM Group;
  • Deutsche Lufthansa AG;

After all, the use of air transport is more reliable. For Rolex, safety is a top priority. Delivery of products is carried out directly from Geneva, more than 70 countries of the world, sometimes air transport is the only way of delivery.

Delivery from the airport to the point of sale is accompanied by a security guard in reliable, armored vehicles, the watch is in a special armored container.

If in the first case Rolex is directly responsible for the reliability of delivery (it also bears the costs), then in the second case, the entire responsibility lies with the distributors.

In summary, it can be said that by analyzing distribution and distribution channels, one can come to the conclusion that Rolex is trying to create favorable conditions for its customers and distributors. By working only with the best companies, Rolex strives to maintain its impeccable image. And for many years of work, the company has debugged its distribution channels. The whole process of distribution is aimed at ensuring maximum reliability and the best satisfaction of all customer requests.

4 Development of pricing policy

If we consider the modern watch market, we can conclude that not all companies are able to compete with world leaders. Of course, the watch market has recently increased markedly, but still there are 3-4 companies that hold a significant market share. One such company is Rolex. To date, we can say with confidence that Rolex are leaders in this area.    

The mission of Rolex can be considered:

maintaining its position as a leader in the global watch market.

1) define the objectives of the pricing policy.

The aim of Rolex’s pricing policy is to “skim the cream”. Given the fact that Rolex, as already mentioned, is one of the leaders in the world market and has long won over consumers, they can set inflated prices for their goods. Especially if it’s a new collection. After all, Rolex does not just produce expensive watches, it produces an indicator of style and taste, for which people are willing to pay big money.

We can say that when determining the pricing policy, Rolex relies primarily on its fame, so it can set an inflated price for the product.

2) let’s move on to considering the pricing methods  that the company uses.

When Rolex sets the price of a watch, it uses the administrative method, ie. determination of the price focused on competition. Rolex, by comparing its prices with competitors’ prices, sets a higher price.

This is done in order to once again show their leading positions, emphasize the quality of watches, the complexity of mechanisms and their uniqueness. The high price is what distinguishes the company, in addition to the quality of the watch, from the competition.

It is safe to say that Rolex does not in any way reduce the prices of its watches, you can even notice such a trend that over time, previous models can go from auctions much more expensive than their market value. Even with a decrease in demand for any model, Rolex does not reduce the price, but simply changes this model, makes it more perfect, which renews interest in it with renewed vigor.

Also, the price that keeps at the same level is an indicator of stability, and the buyer of watches may not worry that after some time his purchase will fall in price. 

In summary: When setting prices, Rolex uses an administrative pricing method, based on competitors’ prices. Rolex sets prices higher than its competitors, thereby placing itself in a leading position.

Let’s take a look at how the price is set for Rolex COSMOGRAPH DAYTONA.

It is the most complex wrist watch in the regular production of Rolex. Due to the extreme complexity and the huge amount of time required for production, assembly and adjustment, the annual production of such watches is reduced to only two pieces.   
Determining the price of a watch is a complex process, including the implementation of a number of steps:

1) the establishment of a minimum price is the cost of production (cost).

The following materials are required for the production of this model:

one18-fold Zotolo Everose$50/gram*200
2Glass Sapphire300$
4blue sapphire crystals$322.6
fivemechanism details2935, $48
6Solid ceramic bezel$260.26
Total 13973.14 thousand $,

The cost of materials amounted to $ 13,973.14 thousand, which is the minimum cost for this watch.

2) setting the maximum price – the price at which the demand for this  watch model stops.

The maximum price for this watch model is $1.5 million. Since this is a watch from the 2010 collection, the maximum price has been set at this level, since for the cost of more than $ 1.4 million, Rolex can offer new exclusive models of 2013 watches or limited collections.

3) definition of the problem of pricing policy.

As we have defined earlier, the task of pricing policy will be “skimming the cream”. Rolex sets the price based on the complexity of the mechanism, the unique appearance of the watch. And also directly based on the popularity of their brand.

4) pricing methods.

When Rolex set the price for this model, it analyzed the watch models of competitors, and it turned out that Vacheron Constantin has a watch model made in this Tour de L’iLe style, as well as other companies have similar models. . Based on this, Rolex will set the price between $1 million and $1.3 million.

5) establishment of an approximate price.

When setting this price, Rolex proceeds from the objective and method of pricing, as well as the minimum and maximum prices. After analyzing the prices of competitors, Rolex sets an estimated price for its watches, higher than the prices of competitors. As a result, the estimated price was set at $1.5 million.

6) market price test.

After we have set this price, we should conduct a market test. To do this, we need to analyze the volume of sales, as well as customer reviews.

As a result, we can come to the conclusion that we chose the correct estimated price, since the opinion of people coincided with what we expected, everyone who saw this watch did not get tired of repeating about the perfection of the mechanism and style. And also, in my opinion, this was confirmed by the main indicator, the high sales volume. Which is the most important indicator that we have chosen the right price.

7) setting the final price.

The final price was fixed at $1.5 million.

Conclusion: In setting the price of a watch, Rolex uses an administrative method. It sets prices higher than those of its closest competitors. Thus emphasizing its leading position in the market. Rolex watches are designed for people who want to show their special position in society, and Rolex watches will help them with this. Therefore, they are willing to pay quite a lot of money.

5 Development of promotional activities

To understand the goals and objectives of advertising, let’s decompose the process of advertising communication into separate phases: 

1) coding phase (approval of advertising goals and creation of an advertising message); 2) transmission phase (selection of media, distribution of media, contact with media); 3) phase of perception (attention to the advertising message, understanding and processing of information); 4) the impact phase (advertising memorization, change or stabilization of preferences and behavior).

Let’s move on to advertising.

coding phase.

Rolex has the following promotional objectives:

1) the formation of a positive opinion about  the watch model and the company as a whole;

2) show our target segment its advantages over  competitors.

The above goals, in the end, should lead to an increase in sales, due to brand recognition and a positive attitude of our potential buyers.        


The company’s founder, Hans Wilsdorf, was not a hereditary watchmaker who knew the secrets of the Geneva masters. He was a German – prudent, energetic and far-sighted – and a talented businessman. He could have chosen any business, but he chose watches. In 1905 Hans Wilsdorf together with his brother founded a company registered in 1908. as “Rolex Watch Company”. Since the best watches at that time, as today, were considered Swiss, Hans quickly established contacts with leading Swiss manufacturers. From them, he purchased both finished watches and mechanisms, which the watchmakers of his company carefully checked and tested. Gradually, in this way, he selected the best mechanics from the existing ones, which he began to enclose in stylish cases and sell under the sonorous name – Rolex. This word, contrary to all sorts of legends, means absolutely nothing.

There were no less good watches then than today. It was difficult for the newborn brand to compete with such monsters as Blancpair, Breguet, Tiffany, Patek, Omega or Tissot. But the bold advertising projects of H. Wilsdorf followed the commandment of creativity: to surprise, amaze, amaze. The first intimidating blow to the competition was the watch strap. The tradition of the 19th century was broken at once. carry the watch in a special pocket, slowly taking it out if necessary. The 20th century required mobility, and a quick glance of the owner is enough for a watch on the wrist. Wilsdorf launched an ad for several models of watches on a strap at once, and they, to the surprise of competitors, quickly found their buyer. While the rivals realized it and undertook to catch up with the departing train, Wilsdorf consolidated his success by releasing watches on a flexible metal bracelet.

Successful innovation led to the fact that “Rolex” became one of the best-selling watch brands in the UK, and in 1914. Rolex has been rated “Class A” by the National Physical Laboratory, which means official recognition of the quality and exclusivity of the product.

But in the XX century. to consolidate the status of their brand meant rapid advancement. Wilsdorf remained true to the rapid and extraordinary marketing decisions. In the late 1920s, he literally knocked out competitors by creating a waterproof watch – the famous Rolex Oyster (“Oyster”). It was the first wristwatch that was not afraid of dust or moisture. The owner of the company undertook rather exotic PR actions so that as many people as possible would know about his watches, including those who could not afford such a purchase.

In 1927 English athlete Mercedes Gleitze swam across the English Channel with an Oyster watch on her wrist in 15 hours and 15 minutes. Wilsdorf spent 40,000 francs to inform the public every hour during the swim that both the swimmer and the watch were doing great. Photos of the smiling swimmer were accompanied by yard-long captions: “The greatest triumph of the Rolex-“Snails””. The massive press coverage of the history of the “miracle watch” in connection with this legendary swim instantly propelled Rolex to the forefront of the watch world. The commercial success exceeded all expectations. “Oysters” were literally swept away from the shelves.

Summing up, we can say that in order for our potential buyer to make a purchase decision, advertising must be formulated correctly. The memorization of advertising will be facilitated by its distribution in a number of different print media and participation in various exhibitions, etc. 


Conducting marketing research is a complex multi-stage process that requires deep knowledge of the object of study, the accuracy and timeliness of the results of which largely determine the successful functioning of the entire enterprise.

According to the task, a marketing study of elite Rolex watches was carried out, which made it possible to find out who the potential buyer is, the life cycle of the manufactured product was determined, the pricing policy and advertising activities were gradually formed. Also, within the framework of this study, the products of competing firms were considered, analyzed and compared with samples of their products.

The main conclusions of the course work are reflected in the following conclusions:

-Founded in 1905, Rolex is a world-famous manufacturer of luxury watches today. Rolex watches are the standard of style, taste and wealth of the owner.

– Being an expensive watch, Rolex satisfies the psychological needs of the buyer, it is prestige, taste, trend, the need for power and high status.

– Buyers of Rolex watches are a rather narrow target segment (5%). The bulk of Rolex washing machine buyers are upper class, men over the age of 35, with successful careers and high income levels, people with one or more higher educations with the most demanding taste;

List of sources used

1) Kotler F. Fundamentals of marketing: Per. from English. – M.: Progress, 2005. – 736 p.;

2) Lecture material of professor, doctor of economic sciences LN Rodionova;

    3) Guidelines for the implementation of course work in the discipline “Marketing” / Ufimsk. state aviation tech. un-t; comp.: L.N. Rodionova, Yu.R. Rudnev. – Ufa, 2009. – 39 p. 

4) Watch (Electronic resource). Access mode: http://www.taby27.ru

(date of access: 1.12.2012)

          5) Burnet J., Moriarty S. Marketing communications: an integrated approach – St. Petersburg: Publishing house “Peter”, 2001.

          6) Official website http://www. rolex.com

Annex A – Questionnaire

1.What is your gender?



2.What is your age?

-Before 18

-From 18 to 25

-From 25 to 40

-Over 40

3.Would you like to purchase this item?



4. In what price range are you ready  to purchase the product?

From _____ to _____ rub.

5. How do you feel about  Rolex watches?



– Haven’t heard of this brand.

6. What premium watch do you  use?


– Patek Philippe



7.Why do you refuse to buy?

-Has already

-Not needed

– Not satisfied with the quality

– Don’t like the color

-Don’t like the design

-No extra money

It is very important for us to know what opinion a person has about this brand and whether he is ready to pay big money for a product.

The answers to these questions are also very important for us, as these people are our potential customers.

From the questionnaire, you can make a target segment for this product, what competitors consumers have heard about, how much they are willing to pay for a watch, and what does not suit our product.

Rolex success: how the company manages to maintain a constant demand for its watches

When you think of a quality wristwatch, the first name that comes to mind is Rolex. What exactly distinguishes this company in the luxury watch market from other brands?

Is it the sheer number of watches they produce, or the quality of the watch itself? Let’s try to figure it out. Quality over quantity There are a huge number of brands that produce watches, and the vast majority of them are focused on mass production of factory models.

Rolex prides itself on being a symbol of the best of Swiss watchmaking. Every detail of a Rolex watch is meticulously crafted, which, combined with the world’s most advanced watchmaking tools, creates an incredibly coveted luxury timepiece.

It is thanks to this attention to its craft that the company has secured an impeccable reputation and has remained in great demand for more than a century, being at the forefront of watchmaking.

This attention to detail has made the Rolex brand a symbol of excellence in Swiss watchmaking, and has maintained its reputation for more than a hundred years since its founding. You can check out some of the brand’s finest pieces on Chronext, a platform that showcases some of the finest Swiss watchmaking watches, including Rolex chronometers, as well as a wide range of other models to suit all tastes and budgets.

Royal Marketing While Rolex operates on a “you already know who we are” philosophy, the brand also has a clever marketing strategy.

If you decide to watch any daytime sporting event, be it a golf game, a Formula 1 race or a tennis match, chances are you will see the ubiquitous golden crown in every one of them. As a result, you associate prestigious sporting events with Rolex, and, consequently, the brand begins to be associated with prestige on a deeper subconscious level.

This unobtrusive yet highly effective marketing strategy allows Rolex to effortlessly promote its brand on a global scale, ensuring consistent high demand.

Style While some other watch brands are only suitable for certain occasions, such as a formal evening, Rolex chronometers go well with most outfits. Versatility is a key word for Rolex, both in design and in the brand’s enduring popularity. You can go from a beach party to a sumptuous dinner at the same hours, which is quite appropriate and even very stylish (and there is nothing wrong with having several other options at your disposal). Such versatility distinguishes Rolex from other brands and ensures their steady demand – hardly anyone could refuse such watches. The versatility of a watch also affects its value, making Rolex chronometers not only a fashion accessory, but also an investment – ​​they are so popular and in such high demand that the cost of watches increases year by year.

For example, a Rolex Daytona bought for 75,000 was sold a year later for 250,000 – three times the original price. In conclusion, we note that the steady demand for Rolex watches has been maintained for many years due to many reasons. Among the main ones are the emphasis on quality rather than quantity, well-thought-out marketing tactics, as well as the aesthetic appeal of watches, combined with their value that has persisted (and even increased) over the years.

To finish this article we want to make you another helpful gift.

A friend of us in Kazakistan just graduated and worked on a thesis called:

Here is the all test translated!

Hope you all guys’ll appreciate this! 😀


The main goal, in the course of developing an advertising structure, is to create an installation that has no analogues. To do this, we analyzed the Rolex advertising campaign. We studied the style, image of this company, attributes, nuances. We also studied the history of the company, significant moments. rolex engineer design

The objective of this course work is to create an actual design that matches the style, image of the company; satisfying functional and aesthetic needs.,

We conduct our own analysis of the Rolex brand. In the course of the study of this company, we can say that the owner, the developers of these watches, the most important thing was their improvement. That is, “raise” the watch to a new level. Make them extraordinary, unique, inimitable. To be “No. 1” in the international market, to become a brand and a fashion accessory. With all this, no one forgot about the mechanical function of the watch. Rolex watches are recognized as the most accurate in the world. Rolex watches, not without reason, are the leader among their “colleagues”, they come out ahead due to their quality. This watch is stylish, high quality, tasteful, nothing more. In our time, you can say a lot about a person if she is the owner of the watch of this company. It’s a certain prestige. As for the design, the use of the classic style. Everything “genius” is simple.

A few points to help you get to know the company you are researching:

1931 – Thanks to the talented developer Emil Borer, the “ROLEX PERPETUAL” automatic constantly winding rotor system was born. The system was exclusively copyrighted for the next 15 years.

1945 – Rolex introduced the “DATEJUST” watch, the first automatic water-resistant chronometer with a date.

1953 – The “SUBMARINER” watch was launched into the series – the first watch with water resistance up to 100 meters. The Everest climbing team led by Sir John Hunt used “ROLEX OYSTER PERPETUAL” chronometers during the ascent.

1954 – The “GMT-MASTER” series is launched.

1956 – “DAY-DATE” – the first wrist chronometer displaying the day of the week in 25 languages.

1960 – July 6, Hans Wilsdorf dies in Geneva. After himself, he leaves a successful business with a multi-million dollar turnover. At the time, Rolex was the largest industrial consumer of gold in Switzerland. In the same year, a “ROLEX OYSTER” watch with a specially reinforced case was attached to the bathyscaphe “TRIESTE” by Professor Jacques Picard, together with which they reached a depth of 10916 meters in the Pacific Ocean (Marian Trench) and were recovered without damage.

2007 – The new “cult” Rolex Oyster Perpetual Lady Datejust is launched with an 18k yellow gold case

Which celebrity preferred ROLEX

Leonid Ilyich Brezhnev General Secretary of the CPSU and so on and so forth

Philip Kirkorov – Russian singer, wears a gold Rolex Daytona studded with diamonds

Sir Winston Churchil received a Rolex from Hans Wilsdorf, the owner of the company, who admired Churchill. It was a chronometer.

Vladimir Solovyov – radio and TV talk show host Rolex Oyster Perpetual Gold.

David and Victoria Beckham wear gold Rolexes. A rare consensus, a great investment and an enviable status symbol.

History of creation

The Rolex brand is not just a popular watch brand. It is synonymous with the highest quality, elegant style and masculinity. The glory of Rolex is inextricably linked to wartime, but today the Rolex name sounds no less loud. Meanwhile, the watch company received the legendary name Rolex Watch Company not at birth, but much later.

“Time is money”. In relation to Rolex products, this expression does not sound figuratively, but in the literal sense. Rolex’s philosophy is “maximum quality for maximum money”. The watches of this company have become a household name: if a person wears a Rolex, then he is undoubtedly rich and successful. In fact, Rolex watches are not some super-outstanding among their other Swiss counterparts. They are not much better and more beautiful, but it is this brand that is the hallmark of a successful person, his wealth and success. It may not be the most expensive, but certainly the most famous watch in the world.

No wonder Hans Wilsdorf, the founder of this world-famous company, spent huge amounts of money on advertising his company, so that the whole world would know about his watches. A smart and prudent German foresaw that wristwatches of excellent quality would firmly come into use instead of massive pocket watches. Indeed, in those days it was very difficult to convince a gentleman that a small watch on a strap can be as accurate and practical as a pocket watch. Wristwatches were a fashionable women’s accessory, pampering, a whim. It was believed that the small size of a wrist watch does not allow making a movement of good quality. Far-sighted Hans Wilsdorf broke this stereotype and, against all odds, created a product that is still competitive today. Rolex currently manufactures 650,000-800,000 watches a year,

Hans Wilsdorf, a German by birth, was neither a hereditary watchmaker nor even a Swiss. He was born in Bavaria on March 22, 1881. Despite being orphaned at the age of 12, he continued his studies at one of the best Swiss boarding schools, earning his own living. After graduating from high school, he briefly worked as an intern for a large pearl importing company. Soon, his school friend offered him a job in a company that exports Swiss watches around the world. He became an employee in a Swiss watch company and became interested in watchmaking.

After gaining some experience, in 1903 Wilsdorf moved to London, where he decided to establish his own company selling Swiss watches. He married an Englishwoman, received citizenship of England, and with the help of his half-brother, Alfred Davis, he created his own company, which at first bore the name Wilsdorf & Devis. Initially, this company supplied to England watch movements manufactured by Hermann Aeglers Swiss, enclosed in cases manufactured by Dennison. Then these watches were sent to jewelers, and the W&D logo was placed inside the case.

But Wilsdorf did not leave the thought of setting up his own production. He was sure that the future belongs to wristwatches, and in 1905 he decided to take it seriously. Hans starts producing wristwatch models with silver and gold straps, and oddly enough, they are in demand. In 1906, he offers his customers a flexible metal bracelet. This leads to W&D watches becoming the best-selling watches in England.

Hans then decided that the name of the company needed to be changed. It should be loud, sonorous, catchy and short to fit on the dial. On July 2, 1908, a new company name was created. Numerous versions about the origin of the Rolex name probably have no basis, most likely it’s just a set of letters that sounds great, and a loud name is already half the battle. Although one of the versions is quite interesting: Rolex is an abbreviation for Horologerie exquise, which means “perfect watchmaking”.

The most important thing for the company was the officially confirmed creation of the highest quality watches. A mechanism is being developed, which in 1910 is awarded an official chronometer certificate, which was considered absolutely unrealistic for a wristwatch. In 1914, Rolex watches underwent a 45-day test at the London Kew Observatory, where they were recognized as the most accurate and received a corresponding certificate.

The Rolex company name was officially registered on November 15, 1915, and in 1919 changed to Rolex Watch. Subsequently, the name was changed several more times to increase the popularity of the product.

By the end of the First World War, many representatives of the male population realized the advantage of wrist watches over pocket watches. And Wilsdorf was faced with the task of how to make the watch even better. From the beginning of his company, he worked to ensure that the watch case was dust and waterproof. Only thanks to this it was possible to achieve unsurpassed precision. And in 1926 – it happened! The Rolex Oyster was created, so named because the parts of the case fit so tightly together, like the wings of a pearl shell.

Watches became unique, demanded unique advertising, and soon such an opportunity presented itself. Miss Mercedes Gleitze, the first woman to swim across the English Channel, decided to repeat her record after being accused of dishonesty. Wilsdorf offered her a brand new watch as a gift if she could swim across the English Channel without removing it from her hand. For 15 hours and 15 minutes, the watch is in the water continuously. Here is an advertisement! Fame all over the world. Newspapers print a photo of Miss with her hand raised, on which a Rolex watch sparkles.

The watch was absolutely unaffected by long-term exposure to water, and this further increased its popularity. Rolex begins to focus on extreme sports, thereby gaining a reputation as the most reliable extreme sports watch.

In 1931, the world was shocked by yet another novelty by Wilsdorf: the self-winding Perpetual, powered by the slightest movement of the hand on which the watch is worn. Not letting consumers recover from the new toy, Wilsdorf in 1953 creates a new masterpiece: the Rolex Submariner (submariner) – the first civilian underwater watch. In the same 1953, the film “Agent 007” was released, in which James Bond, with a Rolex Submariner watch on his hand, overcomes all sorts of obstacles, passing through “fire, water and copper pipes.”


Unlike many Swiss watch manufacturers, Rolex designs and manufactures movements in-house rather than buying them from third parties.

At one time, it was Rolex who invented the rotor used in the watch industry. The idea for its creation came to Wilsdorf after the English stenographer Mercedes Gleitze became the first woman to swim across the English Channel on October 7, 1927. Realizing that during the voyage, the Englishwoman made at least 50 thousand strokes, Wilsdorf thought about how human motor skills could be used to move the clock.

It took four years to find an answer, and in 1937 the result of the joint work of Wilsdorf and engineer Emil Borer was presented – a clock rotor rotating around a central axis from any movement of the hand in a circular sector. Thanks to him in the name Rolex Oyster became the first watch with automatic winding, and the patent stopped the attempts of competitors to create similar mechanisms for another fifteen years.

Another Rolex invention, the Parachrome spring, is part of the balance. The wheel receives impulses from the spring, which causes it to rotate in one direction. After that, the spiral is stretched and causes the wheel to turn in the other direction. Thus, the spiral is now stretched, then compressed, and this happens at regular intervals.

The accuracy of the stroke is directly related to the spring, so a number of requirements are imposed on it. The material from which the spring is made must not be affected by external temperatures and magnetic fields. So in 2000, Rolex released the Parachrome spring, which is not affected by magnetic fields.

As mentioned above, the accuracy of the rate depends on the spring, however, if the clock starts to rush or lag, then the clock rate can be adjusted. This is done with the help of weights made of gold, which are located on the inside of the rim of the balance wheel. By rotating the weights, you can change the moment of inertia of the wheel, therefore, make the balance oscillate faster or slower.

For your information

It is worth noting that the bureau certifies not watches, but mechanisms. When testing, each mechanism is placed in one of the cells of the frame with a size of 10×10 cells. After that, the mechanisms are exposed to temperatures (+8°C, +23°C and +38°C) in 5 different positions for 15 days. The indications of the mechanisms are scanned and recorded in a table in which deviations of the daily course can be traced. With a successful outcome of the tests, these results are entered into the certificate, and the watch can be called a chronometer.

triplock crown

Keeping in mind that the Submariner is a diver’s watch, it is worth noting that the crown, along with the Oyster case, is another part that is responsible for the watch’s water resistance.

Clock face

The glow-in-the-dark markings are applied with a special paint based on the SuperLumiNova pigment, which, like a battery, accumulates sunlight or artificial light and gives it out after dark for four to six hours.

In the early 1980s, Rolex gradually switched to using sapphire glass. One of the main advantages of such glass is its hardness – it is extremely difficult to make a scratch on it; rather, you will scratch the case or bracelet.

Another notable element is the arrows. Today, looking at the Submariner, you can see the famous arrows with the Mercedes badge, they acquired this look in 1956. Fluorescent paint tends to crumble over time, and the larger the surface area on which it is applied, the less durable the coating. In this regard, the area of ​​the arrow circle was divided into three small sectors.

If you look at the glass at a certain angle, on the contrary

At the six o’clock position, an engraved crown will be visible on the dial. On watches that have had an authorized service, the letter S appears at the base of the crown.


A necessary attribute of a diving watch is a swivel ring around the dial, called the bezel. With it, the scuba diver fixes the time for which he can dive. For safety reasons, the bezel rotates only counterclockwise, so as not to accidentally increase the time that can be under water.

Components of success

Component of success #1: naming

What is the success of Rolex? The fact is that it is like a new classic watch. They differ markedly from traditional watches that have been produced in Switzerland for 200 years. Classic watch – what? Gold case, leather strap, white dial, complication. Such is the classic watch titans – Vacheron Constantin, Patek Philippe, Blancpain or Breguet. Rolex almost never makes models on a strap (cult Rolex – only on a bracelet), and Rolex dials are unlikely to be “clean” and white (mother-of-pearl dials are the main decoration of women’s Rolex). Rolex is a challenge to all other calm, prim and conservative Swiss.

Hans Wilsdorf, a German by birth, was neither a hereditary watchmaker nor even a Swiss. He was born in Bavaria on March 22, 1881. Despite being orphaned at the age of 12, he continued his studies at one of the best Swiss boarding schools, earning his own living. After graduating from high school, he briefly worked as an intern for a large pearl importing company. Soon, his school friend offered him a job in a company that exports Swiss watches around the world. He became an employee in a Swiss watch company and became interested in watchmaking.

After gaining some experience, in 1903 Wilsdorf moved to London, where he decided to establish his own company selling Swiss watches. He married an Englishwoman, received citizenship of England, and with the help of his half-brother, Alfred Davis, he created his own company, which at first bore the name Wilsdorf & Devis. Initially, this company supplied to England watch movements manufactured by Hermann Aeglers Swiss, enclosed in cases manufactured by Dennison. Then these watches were sent to jewelers, and the W&D logo was placed inside the case.

But Wilsdorf did not leave the thought of setting up his own production. He was sure that the future belongs to wristwatches, and in 1905 he decided to take it seriously. The paradox was that in those days wristwatches were despised. True gentlemen wore only gold pocket watches, and bracelet watches were considered frivolous acquisitions and, according to most, were suitable only for women. In addition, the small size of the watch meant that its mechanism could not be reliable and accurate. It was during these “dark” times that Hans Wilsdorf opened his Swiss watch company in London.

To begin with, Mr. Wilsdorf decided to change the name of the Wilsdorf and Davis company: the name had to be short so that it could be read on the watch face, and at the same time sonorous and easy to pronounce in any language, plus, the new company name was supposed to unite the company itself and the manufactured her product.

Known to everyone and everyone, the name Rolex was registered on July 2, 1908.

Where the name Rolex came from, no one can say for sure. Rolex representatives themselves maintain the veil of secrecy that shrouds the birth of the brand. There are at least three different versions of how Hans Wildsdorf came up with the name Rolex. The first – the one followed by official sources of information – says that the owner was trying to come up with a name that would be short and sonorous in any European language. In addition, it had to look good on the watch face. This is how the name Rolex came to be. The second version is more romantic. Some particular Rolex connoisseurs believe that the name is an intricate acronym for Horologerie exquise (perfect watchmaking). The third version is the most pragmatic: Rolex is just a bunch of letters. True, any person living at the beginning of the XXI century,

Component of success number 2: well-chosen niche

The envious of the great brand can say that the word Rolex, in fact, exhausts Wilsdorf’s contribution to the development of watchmaking art. In any case, there is nothing in Rolex designs that can be put on Rolex’s personal account. Answering such accusations would be as easy as shelling pears: Wilsdorf’s talent lay in a completely different area – he was an outstanding manager, able to see and foresee the primary tasks and find the best ways to solve them.

Wilsdorf spent huge sums for those times so that as many people as possible would know about his watches. The main goal of the company was the production of high-quality watches. Wilsdorf made the right decision by betting on wristwatches. At the beginning of the 20th century, military operations were actively conducted in different parts of the world, in connection with this, universal items, including Rolex products, began to enjoy special popularity. Wristwatches have evolved from an exquisite and “ladies'” accessory into an attribute of wartime. By the time the war ended, wristwatches were on the hands of most men. But this was only half the way to the complete conquest of men’s hearts.

Creating high-quality wristwatches was not an easy task, but Hans Wilsdorf, an incorrigible enthusiast and perfectionist, also captivated his Swiss partners with his obsession. For several years he constantly shuttled between London and Biel, and finally got his way. In 1910, the movement created by Aegler for Rolex watches was given a chronometer rating by the Swiss School of Horology (watches with a particularly precise movement). It was the first wrist watch in the world whose accuracy was so highly acclaimed.

It was at that moment that the Rolex philosophy was born – maximum quality for maximum money. By the way, it is after Rolex that every watch manufacturer seeks to receive such a certificate – after all, this is not only prestige, but also recognition of the exceptional quality of watches.

Rolex has revolutionized the world of watches. In 1914, Rolex moved from England to Switzerland and settled in Biel. Soon Rolex acquired another factory in Geneva. To this day, Rolex movements are manufactured in Biel, and all watches manufactured by the company are assembled in Geneva.

In 1914, Rolex watches underwent a 45-day test at the Kew Observatory in London, during which they were tested under extreme temperature conditions, and again demonstrated excellent accuracy. In fact, the quality was confirmed by competent PR.

This test turned out to be very helpful. In August 1914, the First World War began, which helped Rolex rise to the first step of success. British officers at the front needed watches that would not have to be looked for in a pile of warm clothes like pocket ones. Rolex wristwatches became the prototype of all “commander’s” watches, and the former “feminine” image of the product was dispelled forever.

During the conduct of hostilities, it became clear that a watch was needed that could withstand all weather tests with honor. The main problem was that the case could not be made waterproof in any way: the head for winding the mechanism interfered. In 1926, Aegler engineers designed a factory transmission for Rolex, reminiscent of a sealed submarine hatch. After winding, the crown was screwed into the case, which provided the watch with water resistance. The innovative model was named Oyster (“Oyster”).

Component of Success #3: Promotion Strategy

Promotion of the novelty was not easy: consumers did not believe that the watch could not pass moisture at all. But then Rolex helped the case. Having learned from the newspapers that a young Englishwoman, Mercedes Gleitze, wanted to cross the English Channel, Wilsdorf personally presented the girl with a Rolex Oyster.

On a chilly night at 2:55 am on October 7, 1927, Miss Mercedes Gleitze, a London typist, entered the dark, cold, and misty waters of the canal. Dawn hasn’t even dawned yet…

No, this is not the beginning of an unknown Agatha Christie novel. And the described events unfolded not in gloomy Venice, but on the northern coast of France, in the area of ​​Cape Gris-Ne. Mercedes stood in the water of the English Channel, which the British call the English Channel, at a distance of 22 nautical miles from the eastern tip of Foggy Albion. She did not intend to take her own life at all, but was just about to swim to her native shore.

In the meantime, a brave 26-year-old Englishwoman is struggling with the elements, heading for Dover. This is her eighth attempt, the previous seven were unsuccessful, although the beautiful swimmer was preparing for a swim for a long time, training on the waters of the resort of Brighton. It seems that failure awaits her today too, the weather is too unsuitable. Visibility drops to five yards at times, and the Folkestone fishing boat escorting Miss Gleitze has to constantly honk to warn the busy ships moving across the channel. The water temperature throughout the route does not exceed 15.5 ° C. At times, the strength leaves the young woman, and then the coach sitting on board the boat, Mr. Allan, gives her grapes, honey, strong tea and cocoa. At one point, Mercedes is nearly sucked under a passing steamer and suffers from pain all over her body and close to exhaustion. And yet, 15 hours and 15 minutes after the start of the swim, her foot touches her native land, or rather the chalk deposits at the bottom of St. Margaret’s Bay. On the clock 18:10. Mercedes became the twelfth swimmer, the third woman and the first Englishwoman to swim across the English Channel.

It is worth noting here that, as a rule, such swims are planned for a warm and calm August. Why Mercedes started in October, history is silent. Probably, the summer of 1927 still accounted for one-on-two of her failed attempts. But even now she cannot fully enjoy the victory over the elements, goes ashore and, losing consciousness, falls into the arms of Allan and the captain of the boat, Harry Shart Jr. In the two hours that the boat takes her to Folkestone, Mercedes still does not manage to recover. Even when she wakes up, she is unable to respond to the stormy greetings of the large crowd gathered at the Folkestone Fish Market. Miss Gleitze takes a taxi and, despite the late hour, leaves immediately for London.

However, in the following days, Mercedes will not be deservedly on the laurels. Already on October 11, Dr. Dorothy Cochrane Logan swims the English Channel in 13 hours and 10 minutes and thus sets a new record for women. But Logan’s achievement raises some suspicions, because it is the second women’s record in less than a week. Under the pressure of the accusations, Dorothy confesses that she misled the public and that her whole race was a complete deception. And right there, by association, Gleitze’s result also comes under suspicion.

The frustrated and offended record holder has no choice but to say: “Okay, I’ll do it again.” A second attempt is scheduled for October 21 and is called the “Justify Swim”. This whole story is widely covered by the island press, from which, in fact, a certain Hans Wilsdorf, a London watchmaker of German origin, the head of the young Rolex company, learns about it. Wilsdorf immediately understands that the upcoming swim is a great occasion for an advertising campaign for the first waterproof wrist watch he patented a year ago. And on October 14, a letter falls into the hands of Mercedes, which contains a request to accept a generous gift – a Rolex Oyster watch. True, the gift is not entirely disinterested, Wilsdorf sets a condition for Miss Gleitze: the watch must be on her during the upcoming “Justify Swim”,

The second France-England swim started along the already laid route, from Cape Gris-Nay at 4:21 in the morning. This time there was practically no fog and a whole flotilla of boats with journalists, friends and fans followed around the Mercedes. True, the water temperature was one to three degrees lower than two weeks ago, and at times even dropped to 10.5 ° C. It soon became clear that Mercedes was sailing at the last limit of its physical capabilities. The attendants cheered her up with all their might, sang songs, played guitars…

Many publications, including a thick illustrated history of Rolex, tell us that the swim was heroically and victoriously finished. Unfortunately, only the first of the two epithets is true; over the years, the truth about this swim has been slightly embellished. In reality, almost from the very beginning, Mercedes experienced severe pain and completely lost sensitivity from the icy water, but she was not going to give up. At 14:25, at a distance of seven miles from the coast of England, the swimmer began to fall into a coma and after another 20 minutes she allowed herself to be lifted aboard one of the escort vessels.

But consolation for Mercedes was the reaction of viewers, reporters and doctors, amazed by her endurance and ability to resist the treacherous cold for ten and a half hours. And now no one doubted that the swim of two weeks ago was by no means an invention. And the Times reporter made a completely amazing discovery: he found a ribbon with a small gold watch around the neck of Mercedes, which did not suffer at all from a long bath and continued to show the exact time.

That, in fact, is the whole story that laid the foundation for the legend of how Miss Gleitze swam the English Channel in 15 hours and 15 minutes with a Rolex Oyster watch on her wrist. And this official legend is not so far from reality, which is once again confirmed by a letter from Mercedes sent to Rolex on October 25, 1927: “You will be pleased to hear that the Rolex Oyster watch that I carried while swimming across the canal proved to be reliable and accurate. companion, despite the fact that for many hours they were completely immersed in cold sea water, not to mention the continuous blows they must have experienced.

Even after I got into the hot cabin of the boat, they did not lose their accuracy. The newspaperman was surprised, and I certainly admire them … “. According to some sources, Gleitze’s Rolex Oyster survived and was recently sold by her heirs for £17,000 at a London auction.

The acquittal swim marked the beginning of one of Rolex’s most successful advertising campaigns in nearly a century of its history. The front page of the Daily Mail of November 24, 1927 was given over to a photograph of a smiling Mercedes and a huge headline “ROLEX OYSTER – an amazing watch that defies the elements. Protected from moisture, water, heat, vibration, cold and dust. This was followed by a story about Miss Gleitz’s swim and the results of an examination of her watch, which did not find even the slightest trace of moisture and corrosion in the mechanism. The cost of advertising was a very considerable sum for those times – 1600 pounds sterling. But the publicity proved invaluable, as Wilsdorf recalled, “it was the first triumphant glory of the Rolex Oyster.”

Component of success No. 4: competent PR

In the future, Rolex decided to slightly expand the philosophy and began to support extreme sports. This was largely facilitated by the public interest in adventure and extreme exploration, which peaked in the middle of the 20th century. The names of pioneers and conquerors of heights and depths thundered all over the world, and brand new Rolex flaunted on their hands. Wilsdorf has gone to great lengths to ensure that Rolex has a strong reputation as a watch ideal for all kinds of extreme sports.

But Rolex also focused on those who are not allowed to dive into the depths of the ocean and conquer the peaks of the mountains. People bought a Rolex to feel like they belonged to the “circle of the elite”, dangers and adventures, and of course, to be sure that the quality of the Rolex will never let them down.

During the Second World War, watches of this brand were bought by British pilots, to whom the company promised to compensate for the loss if expensive watches were taken away in German captivity.

Rolex watches were worn in 1953 by Edmund Hillary, who climbed to the top of Everest. They were owned by Bill France, founder of the American racing series Nascar.

In general, 1953 was again a triumphant year for Rolex. This year, two idols of the twentieth century appeared at once – the secret agent 007 James Bond, created by Fleming, and the Rolex Submariner watch model, in which Jace Bond passed through a variety of dangers. Just as the image of James Bond has changed significantly since the first film adaptation, so the Rolex Submariner model has changed and modernized. Today, this watch is a very attractive symbol of success and luxury.

Component of success number 5: image and endurance

Over time, Rolex watches have become more and more popular in different walks of life. Thanks to a rather moderate price for expensive watches (hundreds of dollars at that time) and wide distribution through a network of official dealers, they were available to almost all wealthy buyers who wanted to buy them. In addition, Hans Wilsdorf consciously designed Rolex watches to be recognizable from a distance by the unique combination of a wide round dial with a signature metal ribbed ring.

The invention of the quartz movement in 1968 revolutionized the world watch market. From a prestigious product, they turned into a mass and inexpensive product, and accuracy, which was previously an attribute of only expensive brand names, has become commonplace accessible to everyone. Japanese, Taiwanese and Hong Kong watches flooded the market, the demand for traditional Swiss models plummeted. Rolex had to go through all these trials with a new helmsman.

Hans Wilsdorf passed away in 1960, leaving the company to a trust fund representing the interests of his heirs. The shareholding system was designed so that no outsider could take over the company, even a part of it, without the consent of all the owners, who, for their part, could not put pressure on the managers, demanding hasty decisions aimed at immediate profit. Thanks to this, the company’s management was guided not by short-term considerations, but by questions of a long-term strategy.

Rolex did not like to rush unnecessarily: it was not until 1962, almost two years after the death of Hans Wilsdorf, that the board of directors approved a new managing director of the company. It was 41-year-old Andre Heiniger, a native of La Chaux-de-Fonds, who worked at Rolex for 12 years.

First of all, the new head of the company refused to compete with cheap quartz models. Yes, Rolex created one quartz watch model to cater to the tastes of those consumers who considered such a product to be modern and fashionable. But even at the peak of this fashion, the share of quartz watches in the company’s sales did not exceed 7% (currently – 2%). However, Rolex has never followed fashion, releasing only its traditional look (by the way, because of this, it is difficult even for specialists to date Rolex watches at auctions, since it is rather difficult to distinguish models made in different decades). “No avant-garde, no fancy numbers, no non-traditional case shapes,” said Andre Heiniger. “Nothing that in a few decades will give the impression of being outdated.”

Conservatism proved to be the key to Rolex’s success. This is one of the few permanent, “anchor” brands that symbolizes the same as it did decades ago.

Key to Success #6: Quality

In the 1970s, Rolex’s struggle for quality grew into an obsession. The strictest standards have been adopted even for mechanical details that are not visible to users. A special system of multi-stage testing, which absolutely all products of the Aegler watch factory go through, guarantees the perfection of the appearance of each pair of watches, the ability to endure changes in temperature and humidity, and withstand immersion in water to a depth of many meters.

The “quality” image of Rolex, their conservative style, the optimal combination of prestige and accessibility expanded the company’s consumer audience, especially since Heiniger spared no expense on advertising, providing his brand with a high level of recognition. More “aristocratic” sports – golf and tennis – were added to auto racing, horse racing and regattas. According to legend, the conservative Heiniger long resisted marketers who advised him to increase the number of sponsored sports, until someone invited him to the final of the Wimble Don tennis tournament. Seeing how many movie and music stars, dignitaries and just rich people were around, Heiniger quickly changed his mind, and since 1979 Rolex has been regularly advertising on the courts of the Wimbledon Club.

Key to Success #7: New Markets

Rolex’s worldwide fame in the 1980s and 1990s has suddenly led to the fact that the brand, which has always staked on excellence and the unique quality of its products, has become a symbol of the nouveau riche. Today it is difficult to say exactly when this trend originated, but it is obvious that the countries of East Asia became its birthplace.

The wealthy Chinese, Malays, and Japanese who made their fortunes in the wake of the regional economic boom of the 1960s and 1970s wanted visible proof of their success, and a large gold watch with a characteristic dial seemed to them the best attribute. In addition, Rolex seems to have specially created some of its models for the Chinese, who are literally obsessed with the magic of numbers. So, for example, in Chinese culture, the number “3” symbolizes long life, “8” – wealth, the number “16” – constancy, and, for example, “4” is associated with death. From this point of view, Rolex watches are perfect. The Datejust model, for example, has the number 16233 in the company registry, which means for the Chinese “permanent, easy, long life”, and Day-Date (18238) symbolizes “easy wealth,

The design of Rolex perfectly matches the image of the “master of life”. A sparkling dial with a pretentious crown in the logo, an abundance of inscriptions describing titles and virtues, an oyster-savory case. And lots and lots of gold.

Component of success #8: reverent attitude towards the brand

Patric Heiniger, son of André Heiniger, who succeeded his father as managing director of Rolex in 1992 (at the age of 32), had previously worked as marketing director for six years. He decided to focus on further enhancing the prestige and exclusivity of the brand while maintaining its mass character. However, the production of Rolex watches is deliberately kept at a level not exceeding 800,000 pairs a year in order to create some shortage and not make the company’s products too affordable.

In the Rolex branding policy, every detail counts. For example, the signs of all stores where the company’s products are sold are decorated with a recognizable crystal prism, and the status of an official Rolex dealer is a matter of legitimate pride for the company that has earned the right to possess this sign. Rolex conducts the strictest selection of retail partners, allowing only companies with a certain image to sell their products, large stores located in the most prestigious areas. In addition, partners must provide customers with a number of special services, for example, engrave the name of the buyer on the back of the watch case.

The Rolex company, one might say, is very reverent about its brand. While other luxury brands sometimes enter into licensing agreements with suppliers of other types of products, placing their logo on sunglasses, bags or fashion accessories, or expand the range of products under their own brands, Rolex sells only watches and nothing else.

“If a man or woman has enough money to buy a steel Rolex Daytona watch, which is now incredibly rare, then they say: “I belong to a narrow circle. I’m connected to him.” At the same time, the fabulously expensive watch also says: “Look! I can put a Porsche on my wrist.” Prices for watches that show high income levels reach very high levels.

In keeping with tradition, Rolex is the only company that does not discount its products, no matter how many watches you buy and whether you are a regular customer.

The sum of the terms = brand The Rolex brand has become the world’s most famous and best-selling luxury watch brand. Does Rolex make high quality watches? Maybe yes. Does it matter? Probably not. What is quality? In everyday life, everyone believes that they can distinguish a quality product from a “not very good”, but in reality everything is not so simple. Is quality important to you? Certainly. But where does it “live”? In a car showroom? No. Quality, or rather, the idea of ​​quality, “lives” in the mind of the consumer. Does Rolex go better than Timex? The Rolex owner is not getting any more punctual. He only makes it clear to others that he can afford to wear a Rolex. Quality is a good thing. And it takes as much as the manufacturer can afford. But – without fanaticism. Don’t just rely on quality. To build a quality brand

“Rolex is the best expensive watch” is an example of typical positioning. But when you ask consumers what they know about Rolex watches – how they’re made, why they’re good, etc. – most of them won’t name a single Rolex-specific feature. A much more important point is that Rolex “owns” the “luxury watch” position in the consumer’s mind…

Positioning affects the price of a product. Rolex has created a premium position and achieved leadership in the watch industry by releasing an exclusive product in the high-end segment.

Rolex, along with Patek Philippe and Panerai, make up a triumvirate of brands whose works are becoming more expensive regardless of market conditions (so, at least, experienced collectors say, and they will not say in vain). This is another confirmation of the magic of the brand.

Many people want to be rich. Or at least seem to. That is why no watch in the world is counterfeited with such inspiration and tirelessness as Rolex is counterfeited. And these are not some pathetic cheap copies. A phony Rolex comes in gold and diamonds and can have a decent movement. In Manhattan, such a watch will cost $ 5,000. Fake Rolexes are even inherited. They can be found in antique stores with the accompanying note “Watch with Rolex signature”. The price on this tag will be considerable.

According to many experts, Rolex is more stubborn than any other manufacturer of prestige products in the fight against “pirates” who forge its logo and products.

True, this struggle sometimes resembles attempts to bail water out of a leaky boat with a sieve. Suffice it to recall the recent scandal with a network of Moscow boutiques that sold almost real, at least for the price, Rolex. Trouble began when the owner of such a Rolex was forced to turn to the watch workshop, although before that the quality of the product did not cause any doubts. By the way, fakes are probably no less in demand than real Rolex. Not without reason, Internet statistics show that the eminent watch brands Rolex, Carder and Montblanc are most often counterfeited. On Russian-language sites dealing with interactive sales of watches, buying a copy of Rolex, as the sellers bashfully call it, is also not a problem.

Demand for Rolex still exceeds supply, although the company produces 650,000-800,000 watches a year. To date, approximately 10 million Rolexes have been produced.

In 2008, it was 100 years since the company was founded, and for the same number of years the company has been taking care of the highest quality of its products.



Meet the new inhabitant of the deep sea Sea-Dweller Deepsea. The watch is water resistant to a depth of 3900 meters.

ROLEX Sea-Dweller Deepsea, deep sea watch. Advertising slogan in Russia, 2009

Where do you expect this masterpiece to help? On the starting line.

ROLEX Yacht-Master II, chronometer with countdown function. Advertising slogan in Russia,

Crowning achievements.

A crown for every achievement.

ROLEX. international advertising slogan,

Time for your victories!

ROLEX. The slogan of the advertising campaign in Russia,

Great people don’t aspire to be famous. They prefer to do extraordinary things.

ROLEX. The slogan of the advertising campaign in Russia,

Brilliant audacity.


A woman is depicted with a Rolex on her hand, walking on a barely solidified lava.


The main goal, in the course of developing an advertising structure, was to create an installation that has no analogues. To do this, we analyzed the advertising campaign “Rolex”. We studied the style, image of this company, attributes, nuances. We also studied the history of the company, significant moments.

Task:creation of an actual design corresponding to the style, image of the given company; satisfying the need

We conducted our own analysis of the Rolex brand. In the course of the study of this company, we can say that the owner, the developers of these watches, the most important thing was their improvement. That is, “raise” the watch to a new level. Make them extraordinary, unique, inimitable. To be “No. 1” in the international market, to become a brand and a fashion accessory. With all this, no one forgot about the mechanical function of the watch. Rolex watches are recognized as the most accurate in the world. Rolex watches, not without reason, are the leader among their “colleagues”, they come out ahead due to their quality. This watch is stylish, high quality, tasteful, nothing more. In our time, you can say a lot about a person if she is the owner of the watch of this company. This is a certain prestige. As for the design, the use of a classic style. Everything “genius” is simple.

The purpose of this course work is the design of an advertising structure created, taking into account the style, creed of the brand. After conducting all the necessary studies, it is necessary to clearly understand the entire structural and functional complex (mechanism) of this brand. The knowledge gained will be a significant help. To achieve the goal of the study, it is necessary to identify tasks that will serve as a “guiding star” in the study of this issue:

— The history of the creation of the Rolex brand

Initially, it seems appropriate to outline the history of the brand. In this task, you will be introduced to the history of the company.

— Mechanism

Based on the questions studied above, it is necessary to investigate the mechanism of the most accurate wristwatch in the world. At the final stage of the disclosure of this problem, it is necessary to identify the common and distinctive features of these watches.

— Components of success

* Analogues

* Slogans


1. http://www.repliquemontrerolexchine.com/ru/rolex

2. http://www.rolex.com/ru/watches.html

3. http://www.brandreport.ru/rolex/

4. http://old-clock.kz/o-chasax/izvestnye-marki/rolex/

5. http://shkolazhizni.ru/archive/0/n-4522/

6. http://www.furfur.me/furfur/culture/culture/158611-rolex-oyster-perpetual-submariner

Conclusion on Rolex Marketing’s matter. Do we think are watches a good investment?

It’s not easy and fast to answer wether are watches a good investment or not.

All we know by now though is the reasons of rolex marketing ‘ s success are solid and safe!

To have more insights on this subject we reccomend to give a careful look to this awesome english article: “Are watches a good investment? The full analysis”.