How did Rolex do it?

[travisb]

Plus quality, craftsmenship and hisory to back it up.
The $$ they spend in advertising every year is a big help too.

[LI Matt]

Originally Posted by gwalker

One word, MARKETING

*cough*Edsel*cough*NewCoke*cough*

[secretagentbloke]

Marketing, definitely, plus a gentle evolution of the majority of its range, whereas most other watch companies have a couple of perennial classics, with the rest of the range changing totally in look. Think along the lines of a Porsche 911, Dupont lighters, Leica 35mm cameras, if you are constantly changing your product, then customers are less likely to invest their hard earned money, knowing it will look obsolete within a couple of years

[The Laird]

Hi Everyone,

Possibly the connection with Ian Fleming and the earlier James Bond films? (The James Bond films got me interested in Rolex.)

I believe that this must have helped somewhat?

Till next time...

The Laird

[mrbill2mrbill2]

History, achievements, marketing, and most importantly an accurate bulletproof watches year after year.

[RRGHOST1]

It maybe marketing,but you do have to back it up with a worthy reliable product.

[SALTY]

Spectacular branding, strategy and execution. A number of innovations, e.g.

- The first wristwatch with an automatically changing date on the dial (Rolex Datejust, 1945)
- The first wristwatch with an automatically changing day and date on the dial (Rolex Day-Date)
- The first wristwatch case waterproof to 100 m (330 ft) (Rolex Oyster Perpetual Submariner, 1953)
- The first wristwatch to show two time zones at once (Rolex GMT Master, 1954)
- The first watchmaker to earn chronometer certification for a wristwatch
And sticking to its core business!

and ... MARKETING.

I add marketing to the end of the foregoing list of accomplishments (copied from poster above) because the average Rolex buyer is educated, sophisticated and not ready to buy into sizzle without the steak.

[train-time]

No doubt that Rolex has great marketing and sponsors major events that get big press; has been on the forefront of innovation and design, but way back in the 1960's, the head of Rolex Marketing developed a plan to put a Rolex on the wrist of famous people and celebrities -- and all for free. Politicians, entertainers, sports figures and anyone that made news and was in the public eye was given a Rolex to wear -- and for people to see.

Well, perception is reality and the rest is history.

[SWIMPRUF]

History and tradition. It's a legend.

[Watch Professor]

Originally Posted by BOA

This is where I was headed for my contribution to this thread. Earlier I was looking over topics in General Discussion section, and there was a thread about diving, and it just fits that it's there. I've been a subscriber to National Geographic for twenty-five years and look forward to the Rolex ads. It all ties in somehow with a Tom Swift mentality. My motor car, my watch; my boat, my watch; my rocket ship, my watch; my safari, my watch. Rolex has found a way into the psyche of adventure. Breitling has done that with flying, but Rolex has managed to do it from the top of the highest mountain and to the bottom of the deepest ocean, as arabesque posted, but I would add they've done it with everything in between. You put on a Rolex, and somewhere down deep, you're an explorer, an adventurer, a daredevil, a trailblazer... In short, you're a winner. Other top brands say you have "made it," but a Rolex says you made it doing something extraordinary, that you are making it, not to get the watch in the end, but wearing the watch while doing whatever it is that you do. Rolex is the adventure as it happens, not the reward at the end of the race.

Do you work for Rolex?

[mjrennie]

Originally Posted by aquanaut

Top 10 brand awareness in the uk...1) Mercedes 2) Rolex....

That's a really interesting question. Not convinced about Merc any more. There was a time when Merc meant the very best. I am not so sure it still ranks up there; well known, for sure, but number 1? A few pints of beer needed to discuss it.

I think Rolex is number 1. After that, not sure. Also, we have never had a Rolex TV add in the UK. Not as far as I can recall, anyway. Weird.

[TheVTCGuy]

Great responses and opinions everyone! I agree with a lot of what you said. I know marketing has a great deal to do with it, but I personally believe it is a combination of a lot of things that either just lined up in the stars for old Hans, or some really really smart people did right.

1. Quality product. All the hype and marketing in the world won't do a darn thing if the products sucks. We can have discussions all day long about specific features and quality versus the competition, and also is it worth the price, but no one can argue that Rolex is not a high-quality product.

2. Marketing. Of course this has a huge effect, whether it is on the wrist of a celebrity or sponsoring a popular event, seeing the name Rolex obviously enhances the name of Rolex.

3. Achievements. Outstanding post on all the acomplishements Rolex has earned. To the bottom of the sea, the top of Mt Everest etc. I think this is powerful as other watch companies use the same tactic; think of Omega and the watch on the moon ads.

4. Mystique. I don't know what else to call this and can't really descrbie it, but for me, a Rolex as an... aura about it. I just feel it when I'm wearing mine. (maybe I'm just nuts ). I can't explain, but I believe this entity has a large part in Rolex's success.


Now, just to bring up another question... Will Rolex ever Lose.... "It?"


Thanks everyone

[Sose]

Originally Posted by TheVTCGuy

Great responses and opinions everyone! I agree with a lot of what you said. I know marketing has a great deal to do with it, but I personally believe it is a combination of a lot of things that either just lined up in the stars for old Hans, or some really really smart people did right.

1. Quality product. All the hype and marketing in the world won't do a darn thing if the products sucks. We can have discussions all day long about specific features and quality versus the competition, and also is it worth the price, but no one can argue that Rolex is not a high-quality product.

2. Marketing. Of course this has a huge effect, whether it is on the wrist of a celebrity or sponsoring a popular event, seeing the name Rolex obviously enhances the name of Rolex.

3. Achievements. Outstanding post on all the acomplishements Rolex has earned. To the bottom of the sea, the top of Mt Everest etc. I think this is powerful as other watch companies use the same tactic; think of Omega and the watch on the moon ads.

4. Mystique. I don't know what else to call this and can't really descrbie it, but for me, a Rolex as an... aura about it. I just feel it when I'm wearing mine. (maybe I'm just nuts ). I can't explain, but I believe this entity has a large part in Rolex's success.


Now, just to bring up another question... Will Rolex ever Lose.... "It?"


Thanks everyone

Even Rome fell...

[B. Doggy]

They spend more on marketing than any othe watch brand I believe.

[ManUtd]

Great quality products with a history to match along with a brilliant marketing team.

Now will they ever lose "it"? They surely can especially if they screw up in the first item above.

[austinnh]

They absolutely can lose it. They've only enjoyed this popularity and reputation for a few decades. And they can lose it at least as fast as they got it.

[TimothyNelson]

When you can purchase a Rolex in a mall department store - They've lost it.

[karmatp]

Originally Posted by TimothyNelson

When you can purchase a Rolex in a mall department store - They've lost it.

Well they are at Costco.

[Paracentesis]

Originally Posted by TheVTCGuy

Of course Rolex is a very high-quality product, but so is Omega, so is Brietling, so is Hublot. While popular, none of those brands (or really any other, including Patek) has the recognition and respect Rolex does.

LOL. Hublot??! Patek deserves way more respect than Rolex, and so do JLC, VC, AP, Lange, etc if you know watches.

[Sose]

Originally Posted by karmatp

Well they are at Costco.

Are you serious?
I have never seen them there.

[dinan545bmw]

Rolex's overall success and imminent stature in the timepiece marketplace is clearly no accident. As everyone alluded to thus far, Rolex's pedigree and iconic reputation is based on a lengthy and illustrious history of proven manufacturing and engineering excellence and know-how in the art of precision timekeeping, as evidence by their impressive and varied lineup of superlative time pieces.

This, coupled with their near fanatical marketing machine and selected sponsorship of noteworthy programs and events, including sporting, music, etc, and you have yourself a perpetual (excuse the pun here!) juggernaut in the world of fine timepieces.

The name is nearly as recognizable and universal as Coca-Cola, Pepsi, Apple Computer, IBM, Mercedes Benz, BMW, etc..

You must be living under a rock if you haven't at least heard of these iconic world brands.

I also recently ran across an article which summarized how the Rolex name first came into being. I thought it was pretty interesting. So I went ahead and paraphrased the key points below.

"About 103 years ago this year, Wilsdorf and Davies filed the "Rolex" brand name. With the impact of its three consonants and two vowels, the Rolex name perfectly meets all the criteria that still ensures the brand's success.

The choice of the name given by Hans Wilsdorf was actually coined while traveling aboard a double-decker powered at the time by horses, driving along Cheapside, while in London.

The name Rolex is short (just five letters long), easy to pronounce in every country and in every language, pleasing to the ear (like the tic-tock of the second hand), easy to remember and aesthetically pleasing when printed on a dial."

Sounds plenty good enough for me. And, as they often say, the rest is history. GO ROLEX!

BEST REGARDS

[karmatp]

Originally Posted by Sose

Are you serious?
I have never seen them there.

Yes. It has been discussed here and other forums before.

[RolexWatcher]

I think they were first in a number of innovations back in the old days and so built up a great reputation at the start.

Once the reputation has been established, they are maintaining with good marketing and keeping the same formula in their watches so as not to alienate customers.

However, whether this strategy can continue I am not sure though but Rolex does have a great brand at the moment :)

[1000km]

Hublot?

Originally Posted by TheVTCGuy

...Of course Rolex is a very high-quality product, but so is Omega, so is Brietling, so is Hublot...

[RolexPete32]

The oyster case and marketing!!!

[matt4hand]

James Bond 007

[therolexguy]

Originally Posted by gwalker

One word, MARKETING

EXACTLY. Hands down, advertising. If you read about the history of the company they strapped these watches on people doing amazing things (like swimming the english channel) and advertised it.

[SirGrotius]

Marketing is top notch. I'd put it at a level with Apple's even! That said, for marketing's impact to last there's got to be a quality product, and Rolex is well, timeless.

[Sose]

Originally Posted by karmatp

Yes. It has been discussed here and other forums before.

I haven't been very active lately so this is news to me. How disappointing.

[Megalobyte]

Originally Posted by SirGrotius

Marketing is top notch. I'd put it at a level with Apple's even! That said, for marketing's impact to last there's got to be a quality product, and Rolex is well, timeless.

Apple is a good analogy, apple like Rolex are successful through a balance of: a great product that undergoes subtle refinements, both companies resist the urge other companies don't, to rush into the newest, flashiest design or technology. They also both offer good customer service. And yes, both are marketing at its best, but the marketing would be empty without substance underneath.

Example of Apple's stellar service. Just the other day, my out of warranty iphone4 started occasionally having an issue that I knew I'd not be able to duplicate at the apple store, but it was a serious issue when it happens and I really didn't trust the phone anymore. I had restored it several times, it was a hardware issue, but as I suspected, I couldn't get it to happen at the apple store. I knew I was well outside warranty.

After only slight arm bending, ie asking politely to speak to a mgr, they gave me a brand new 32gb iPhone 4. One of many reasons I'll stick with apple. How many companies would give you a new $699 item for no apparent reason? I could have just been making the issue up, I wasn't, but could have, plus, well outside warranty to boot. This is spectacular customer service in an age when companies are going the opposite direction.

I think companies selling expensive products at premium prices do need to do things like this, if not, what are you really paying for?