Rolex positions its watches as accessories to history, not motionless spectators. Better than any others advertising strategies, Rolex help create the history, and which will be always remembered.
Rolex's reserve was a calculated play. Over the past century, precision has become Rolex’s guiding principle, Here’s how Rolex follow the history and promote its brand awareness.
Print Ads: Rolex and Achievement
In 1927, for example, Mercedes Gleitze became the first British woman to cross the English Channel. She were wearing a state-of-the-art Rolex Oyster, the first waterproof watch ever invented. the ad proclaims “More than ten hours of submersion under the most trying to conditions failed to harm its perfect timekeeping,”. “...Perfect timekeeping under all conditions is at last a possibility.”
In the following decades, Rolex would be worn during epochal climbs, deep-sea dives and intercontinental flights.
Rolex on Social Media: No Random Acts of Content
Rolex wanted to know everything it could about social marketing and engagement data before it enter.The brand knew it would not diminish its legacy or lose its loyal support because of by staying away from social media at first. Nowadays, Rolex carefully selected its approach, starting with a YouTube launch in 2012. When it introduced its branded YouTube channel, Rolex was wise not to fill the page with product ads, which consumers generally dislike. Instead, Rolex used the platform to launch in-house documentaries about topics that matter to the brand and its devotees, like Himalayan expeditions and deep-sea missions to investigate the polar ice caps. "Our communication on social media enables a better understanding of the brand, its universe, and its values," Rolex tells Mashable.
Rolex also prides itself on social listening, Last July, after viewing Facebook comments, Rolex realized that users wanted to learn more about the distinctive features of its watches. In response, Rolex launched a “Did You Know” series to explain why Rolex uses IIII, the “Clockmaker’s Four,” instead of IV. The post was a hit. On Rolex’s Facebook page, nearly 119,000. likes For Rolex, the success was a sign that its careful social listening paid off and created brand advocates. Rolex stated the goal for Rolex, is to identify what will matter to its customers not tomorrow, but ten years down the road.
Rolex also prides itself on social listening, Last July, after viewing Facebook comments, Rolex realized that users wanted to learn more about the distinctive features of its watches. In response, Rolex launched a “Did You Know” series to explain why Rolex uses IIII, the “Clockmaker’s Four,” instead of IV. The post was a hit. On Rolex’s Facebook page, nearly 119,000. likes For Rolex, the success was a sign that its careful social listening paid off and created brand advocates. Rolex stated the goal for Rolex, is to identify what will matter to its customers not tomorrow, but ten years down the road.
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