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The Power Of The Rolex Marketing Strategy Over The Years
When you think about luxury watches, the first brand that always comes to mind is rolex. While there are a few other luxury watch brands that are actually priced at a level or two higher than rolex watches with have tighter production outputs, if you ask anyone they would probably prefer a rolex watch. This is just to show you how successful Rolex has been at marketing over the years. With as many key selling points there are to drive its sales figures, it isn't any wonder that the brand is recognized globally for what it is. Even the few brands that are actually more exclusive and expensive are names most people have never even heard of.
Even non-targeted consumers have reason to covet these watches, which just goes to show how powerful Rolex's marketing strategy has been. The Rolex marketing team focuses on driving home several key points. History, tradition, and sophistication, among others, are just some of the words Rolex strives to be associated with.
Rolex promises to deliver on all these things with every one of their luxury watches, and they have succeeded. There are even many features that have been innovated by Rolex that we can still see on modern watches today. Although Rolex was beaten to introducing the first self-winding watch, what they did was innovate on the 1923 design, resulting in the standard self-winding mechanism we see on today's watches.
And they certainly aren't shy about telling the world about their achievements, such as when a Rolex Sea Dweller Deep-Sea Special was strapped to the side of Jacques Piccard's submarine in 1960 when he took it down to a depth of 10,916 feet into the Marianas Trench. And of course, there is also the fact that every single watch they make can be considered a status symbol for its exclusivity and limited production outputs.
The marketing strategy of Rolex has many advantages because it is an achievable luxury that one can't seem to associate with other luxury brands out there. Rather than only concentrate on the exclusive group of people who are capable of buying a Rolex, or any other luxury watch brand for that matter, there is a certain brand awareness, even among the masses. Of course, this doesn't mean they are trying to market themselves as an affordable luxury that the average consumer can just save up for.
Instead, what it does is ensure that the first thing they think about is Rolex should they come into the means to buy this kind of watch. Just think of it. So if a law firm decides to promote one of the junior associates to the position of senior associate, the first gift that person is likely to get himself is a Rolex.
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