Company overview
Rolex SA and its
subsidiary Montres Tudor SA design, manufacture, distribute and service
wristwatches sold under the Rolex and Tudor brands. Founded by Alfred Davis and
Hans Wilsdorf in London, England in 1905 as Wilsdorf and Davis, Rolex moved its
base of operations to Geneva, Switzerland in 1919.
Forbes ranked Rolex
No.57 on its 2012 list of the world's most powerful global brands.[4] Rolex is
the largest single luxury watch brand, producing about 2,000 watches per
day,[2] with estimated 2012 revenues of US$7.4 billion.
Promotional Activities
Advertisement:
Rolex use above the line methods when it comes to promotional side. They used
high level advertisement to promote their brand.
Relationship marketing-
Mass Customization: Affluent, athletic
male and female consumers are the main target Rolex. They try to make their
product available to their desire customers. 
One-to-one Marketing: Rolex has special watch which is made for only one specific customer like some world best players.
Permission Marketing: Rolex let their most favorable customer to know about their any recent customization or special watch. These customers are their segmented customers who are very loyal and important to them.
Experiential Marketing- Rolex concentrates on Emotion, Act, and Relate marketing by providing different kinds of advertisements to their customers.
Advertising Appeal:
Ethos- In reference of use ethos Rolex use people likes David Backham but they introduced him not only a player but also a well known and successful person. This gives a true account of his profession also the brand of Rolex demonstrates ethos as it is a brand.
Self-esteem- Rolex try to promote their brand by introducing celebrity who is high in self-esteem.
Pathos- In that method Rolex try to attract customer who is very
enthusiastic and try hard to achieve success in their life.
Competitive Advantage- Rolex competitive advantage show that they make differentiate with others brand by providing posh watch which is water resistance and also very high class.
Execution Style:
Comparison- Rolex established a felling about high class brand and superiority, that’s help them to gain high standard watch in market. People receive Rolex watch as a high class and posh brand watch.
Humor- When People buy and wear a Rolex watch they feel they are elite class people and became happy and proud for that. That’s how Rolex create humor by their brand
Sales Promotion: Rolex is involved in tennis events and they are the main sponsor and most valuable sponsor of tennis events. Another event is Golf where Rolex is also a most favorite sponsor.
Leveraging Activities:
Celebrity Spokesperson- Rolex uses much celebrity in their ads and they use athletes, actors to their brand ambassador.
