Why is Rolex so well known?
Discussion
Hi Guys
I was pondering as to why Rolex as a brand is so well known?
99% of the population has heard of it, but Rolex doesn't seem to advertise that much, and certainly not more than other watch brands.
This was even the case when I was a lad about 20 - 30 years ago.
Does it all stem back to Sean Connery as Bond? Or was it the various record attempts, like with the SD and Explorer?
Cool and worthy achievements for sure, but hardly likely to make almost all of the world aware of the brand.
Or does it simply come down to the fact they are expensive?
Any thoughts?
Cheers
I was pondering as to why Rolex as a brand is so well known?
99% of the population has heard of it, but Rolex doesn't seem to advertise that much, and certainly not more than other watch brands.
This was even the case when I was a lad about 20 - 30 years ago.
Does it all stem back to Sean Connery as Bond? Or was it the various record attempts, like with the SD and Explorer?
Cool and worthy achievements for sure, but hardly likely to make almost all of the world aware of the brand.
Or does it simply come down to the fact they are expensive?
Any thoughts?
Cheers
Ecurie Ecosse said:
but Rolex doesn't seem to advertise that much, and certainly not more than other watch brands
They do, look at the events they sponsor (Golf, Tennis, Motorsport etc.) and they are in plenty of mags and papers.It's purely marketing that means people know about them. The Bond connection certainly was good in the early days I would have thought.
In addition to the above, Rolex also has a massive network of Authorised Dealers. If you walk down a busy high street, you are bound to see a Rolex sign or selection of Rolex watches in the window of any large/high-end jewellers.
It's the same with Omega, Breitling and TAG Heuer; Joe Public know of them due to the high levels of marketing and high availability.
It's the same with Omega, Breitling and TAG Heuer; Joe Public know of them due to the high levels of marketing and high availability.
They have been pioneering over their history with various models and innovations so have received significant press over many many decades.
They also do huge amounts of 'brand' marketing and not 'model' marketing. They are in the top 100 global brands in the world...
Like most luxury brands they created customer aspiration which is self perpetuating once you reach a certain point.
They also do huge amounts of 'brand' marketing and not 'model' marketing. They are in the top 100 global brands in the world...
Like most luxury brands they created customer aspiration which is self perpetuating once you reach a certain point.
I think it boils down to Quality. They advertise in ways which are incredibly effective many see it as 'sponsorship' look at the golf, tennis etc they all have the clocks with rolex on at the tees and by the grandstands. Okay rolex haven't gone and done an advert for channel 4 in between the news and weather as its not effective for the company. The golf, tennis etc which they 'sponsor' captures a segment of the market which they aim to eat into and successfully do. Rolex is expensive....they advertise at expensive events, functions and places where high profile and wealthy people will be attending and successfully capture their imagination. They sponsor celebrities, businesses and events to tap into these networks which contribute to the growth. Much of the new business which is generated is built up on reputation and repeat business i think now and people dont buy a rolex because they saw It advertised, they buy one for how its engineered and the experience and precision which has gone into all aspects which help deliver the end product. I bought mine on word of mouth. Once you have such a large customer base then assuming the product is quality and impressive/pleasing and reliable to the person who bought it they will often go back and buy another as they develop such brand loyalty. Or at least thats my views to the answer of your question, as I think they advertise just as much as TAG and many of the other well respected brands just alot of it isnt done in quite the same way. Just my opinion though 
964RS said:
They are in the top 100 global brands in the world...
Not any more...........http://www.interbrand.com/en/best-global-brands/be...
Pints said:
Correction, 97% of their Theft is thanks to wiley 
NeMiSiS said:
Andy Tims. 
^^^ Very good, but I'm far from a one eyed fanboy.I only like a few of their models & I think the last really desirable model they made was the 166000 Sea Dweller.
What they have acheived is a level of "Brand Recognition" that's amongst the highest of any company in the world.
Rolex were ahead of the game way back when by making excellent watches (which others did too) pioneering the odd new design (which others did too) and cleverly marketing their products such that the value of the brand was known even to those who had no need for a divers watch or something to take to Everest. Basically they have always made good watches, always marketed them well, have been conservative with their design evolution and, crucially, have never engaged in cost/value advertising.
Most of their competitors have had at least a few bad years where they lost direction and thus lost cultural capital.
Most of their competitors have had at least a few bad years where they lost direction and thus lost cultural capital.
Edited by glazbagun on Wednesday 11th January 18:13
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