It’s not mere coincidence that Rolex is still as relevant today as it was when it was founded in 1905. When someone mentions the words, “luxury watch,” the majority of people will automatically conjure up an image of a Rolex.
Given this fact, you might think that huge companies like Rolex would have little need to think up new marketing campaigns routinely, but as customers age, demographics change, and rival businesses emerge Rolex has managed to retain and grow its position as a global luxury brand by embracing the cutting edge of marketing whilst relying on three fundamental principles.
1. Advertise your strongest points
If you look at any promotional media coming from Rolex – be it print or video – you’ll always find the same themes present in every ad. Rolex prides itself on heritage and tradition, but more than that, the longstanding Swiss company goes to great lengths to display the incredible craftsmanship and outstanding materials used to create every watch. When it comes to advertising, Rolex skillfully present each design element and allow the viewer to see everything from a range of different angles.
Of course, not every business will have the pedigree or the budget of a brand like Rolex, but when you stop to think about what makes your business strong and don’t just follow in the footsteps of your rivals, then buyers will notice you in the crowd.
2. Align your brand with the right people
Being a luxury watch company, you wouldn’t expect Rolex to be partnering with or sponsoring a heavy metal festival or an X Games event, simply because that is not its target market. Knowing exactly how to spend your money where your brand can be seen by interested parties is paramount to keeping your image exactly how you want it to be.
Rolex, for example, sponsors many sports stars and events in the world of tennis, equestrianism, golf, motorsports, yachting, as well as underwater and mountain exploration and even cinema and the arts. These are all rich, prestigious interests and pastimes which all fit into the watch brand’s ethos of luxury and tradition. Your business may not have the same focus of course, so it’s paramount to carefully pick and advertise to your target audience, as opposed to shooting in the dark and hoping for the best.
3. Stand behind a message
Rolex’s message is simple, effective, and one that speaks volumes: “Every Rolex tells a story.” The company stands behind this ethos with unwavering belief and often conducts promotional videos with brand ambassadors to bolster the message.
The thought that each model created by Rolex has a story to express is a beautiful notion. Of course, second-hand watches have their own stories, but a possible blemish here or there won’t diminish the true quality of a beautifully made Rolex Sky-Dweller, Submariner, or Daytona watch. After all, Rolex itself endorses the idea of passing on a watch to future generations:
“A Rolex is always cherished, but it also transcends its material value and takes on a personal meaning. Whether it is an heirloom, a milestone of success or a gift, a Rolex watch frequently becomes an emotional symbol that brings to life exceptional moments.”
Any brand that stands behind a message and says it loud and clear is a brand that gets noticed. Whatever you have to say. However you want to say it, be clear, precise, and truthful in what you’re expressing. Even with slogans, consumers love honesty and companies who wear their hearts on their sleeves, but more importantly, they love it when the company message is easy to understand