Rolex's Top 25 Magazine Ad Placements (Interesting Stuff)

[MK25toLife]

Came across some pretty interesting info about Rolex and their print advertising campaigns. The list below gives you a good idea of the type of consumer they are targeting, which is pretty obvious in most cases, high net worth individuals w/interests in news, sports, lifestyle, travel and/or fashion. Nothing out of the ordinary here but pretty interesting nonetheless.

[azguy]

Good stuff

[A.J.R.]

I am surprised Rolex doesn't advertise more in the Dupont Registry.

[dddrees]

Cool stuff, where did this informaation come from?

Thanks for sharing.

[Trouble15]

Interesting, thanks for sharing.

[Reu]

Speaks for itself. It's an ad report for the last 12 months.

You'll find the top few listings had the most adverts placed in them due to the frequency of the those publications.

Essentially it tells you that they keep a presence in these publications every month without fail.

The majority are monthlies, hence the average 12 ads per annum in most of the titles.

This weekend got my usual monthly read, GQ (UK). The first consecutive seven pages were back to back with various watch adverts, literally! Not to mention the many others throughout the rest of the issue.

[Lumberjact]

Hmmm. Monocle and Wallpaper 3rd and 4th. Tyler Brule must have struck some pretty lucrative deal...!! And Monocle 24 radio station is sponsored by Rolex to boot...

[77T]

To know the target market segment you'd also want to drill down into the models that were advertised and where. You know, Datejust, Sub, Explorer, Daytona, etc.

But in general they want impressions on those with the disposable income to buy a Rolex (or credit worthy enough to finance one) and the attitude needed to spend that amount on themselves or as a gift for another.

[gwalker]

Originally Posted by A.J.R.

I am surprised Rolex doesn't advertise more in the Dupont Registry.

I've thought that too but most of the ADs in there are the stupid expensive watches. I don't know if I've ever seen a Rolex ad in there.

[Puffy]

Here are some of their digital ads, mostly from ft.com, time.com and wsj

(yes i take screenshots everytime i see their ads, naturally)

[MoBe]

Interesting stuff!

[FremStar]

Thanks for this info MK!

[Cru Jones]

A Spanish mag is number nine? And "Chronicle of the Horse"?! Interesting list. Thanks,

[Hairdude1]

Thanks for posting this!

[yessir69]

Opera News?

[Speed]

Also interesting is the fact that print (Magazines) is a decaying medium in the US. It used to be an unquestionable choice for ads but not so any more with readership migrating online.

Wondering how long Rolex keeps its ad spend in print. Maybe until a given percentage of customers die off. :-)

[Paladin]

Looks like they have given up on marketing the YM / YMII to the sailing and boating crowd....which makes since since no one in the boating community is buying Yachtmasters...

[NoobRlx]

I can attest to the effectiveness of their placements !!

Next one to get me is Patek, a lot of the same publications!!!!! Every rag I open has Patek ads!!!!!!

[GradyPhilpott]

Originally Posted by yessir69

Opera News?

Opera attracts a mostly affluent crowd. Even people who really don't like opera know that it is socially advantageous to be a patron of the arts.

Most of us listen to the opera on the radio or from our private collections.

The really well-heeled are there in the front rows, not just to hear, but to see and be seen.

Rolex and the opera seems like a perfect marriage to me.