ROLEXROLEXROLEXROLEXROLEXROLEXROLEXROLEXROLEXROLEXROLEXROLEX

MK25toLife · 8 May 2012, 02:50 AM

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 · 8 May 2012, 03:04 AM

Good stuff

A.J.R. · 8 May 2012, 03:06 AM

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

dddrees · 8 May 2012, 03:06 AM

Cool stuff, where did this informaation come from?

Thanks for sharing.

Trouble15 · 8 May 2012, 03:17 AM

Interesting, thanks for sharing.

Reu · 8 May 2012, 04:31 AM

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 · 8 May 2012, 04:57 AM

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 · 8 May 2012, 05:10 AM

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 · 8 May 2012, 05:42 AM

Quote:

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 · 8 May 2012, 05:46 AM

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 · 8 May 2012, 07:30 AM

Interesting stuff!

FremStar · 8 May 2012, 07:42 AM

Thanks for this info MK!

Cru Jones · 8 May 2012, 07:55 AM

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

Hairdude1 · 8 May 2012, 10:23 AM

Thanks for posting this!

yessir69 · 8 May 2012, 10:31 AM

Opera News?

Speed · 8 May 2012, 10:37 AM

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 · 8 May 2012, 02:05 PM

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 · 8 May 2012, 02:28 PM

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 · 8 May 2012, 02:35 PM

Quote:

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.

8 May 2012, 02:50 AM	#1
MK25toLife "TRF" Member Join Date: Mar 2008 Location: New York, NY Posts: 262	Rolex's Top 25 Magazine Ad Placements (Interesting Stuff) 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.

8 May 2012, 03:06 AM	#3
A.J.R. "TRF" Member Join Date: Jun 2011 Real Name: AJ Location: Oregon Watch: SUBC, DJII Posts: 1,827	I am surprised Rolex doesn't advertise more in the Dupont Registry. __________________

8 May 2012, 03:06 AM	#4
dddrees "TRF" Member Join Date: May 2010 Real Name: Dan Location: USA Watch: This N That Posts: 34,253	Cool stuff, where did this informaation come from? Thanks for sharing. __________________ When it captures your imagination, that's when you know you have found your passion. Loyal Foot Soldier of The Nylon Nation. Card Carrying Member of the Global Association of Retro-Grouch-Curmudgeons

8 May 2012, 05:10 AM	#8
77T 2024 SubLV41 Pledge Member Join Date: Dec 2010 Real Name: PaulG Location: Georgia Posts: 41,924	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. __________________ Does anyone really know what time it is?

8 May 2012, 05:46 AM	#10
Puffy "TRF" Member Join Date: Oct 2009 Location: Here and there Posts: 12,485	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) __________________ Fine Quality is Long Remembered After the Pain of Spending Money is Forgotten

8 May 2012, 03:04 AM	#2
azguy Banned Join Date: Sep 2011 Real Name: ------- Location: ------- Watch: --------- Posts: 12,609	Good stuff

8 May 2012, 03:17 AM	#5
Trouble15 "TRF" Member Join Date: Dec 2011 Real Name: Steve Location: USA Watch: A few Posts: 8,881	Interesting, thanks for sharing.

8 May 2012, 04:31 AM	#6
Reu Banned Join Date: Feb 2012 Location: London Posts: 1,152	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.

8 May 2012, 04:57 AM	#7
Lumberjact "TRF" Member Join Date: Mar 2012 Location: Paris Watch: Explorer Posts: 446	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...

8 May 2012, 07:30 AM	#11
MoBe "TRF" Member Join Date: Sep 2011 Location: Canada Posts: 6,773	Interesting stuff!

8 May 2012, 07:42 AM	#12
FremStar "TRF" Member Join Date: May 2009 Real Name: Sam Location: Gotham City Watch: Wall Street Posts: 9,954	Thanks for this info MK! __________________ "Wealth is of the heart and mind, not of the pocket!" "A Watch Is An Emotional Object, And So, It Is The Responsibility Of The Brand To Create Emotion Through It's Products" - Georges Kern "In the 1950s and 60s, they made the Ref 8171, which is a cult collectible—now that’s the ultimate Rolex you could own with a calendar and a moon phase.” - John Reardon "Heh, heh, heh..." - Michael Kilyung

8 May 2012, 07:55 AM	#13
Cru Jones 2024 SubLV41 Pledge Member Join Date: Mar 2010 Location: Paris, France Posts: 35,255	A Spanish mag is number nine? And "Chronicle of the Horse"?! Interesting list. Thanks,

8 May 2012, 10:23 AM	#14
Hairdude1 "TRF" Member Join Date: Apr 2012 Real Name: Alex Location: Chicago Watch: AP,PP, Rolex Posts: 37,156	Thanks for posting this!

8 May 2012, 10:31 AM	#15
yessir69 2024 Pledge Member Join Date: May 2011 Real Name: Kevin Location: Tornado Alley Posts: 3,287	Opera News?

8 May 2012, 10:37 AM	#16
Speed "TRF" Member Join Date: Aug 2009 Location: USA Posts: 19,706	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. :-)

8 May 2012, 02:05 PM	#17
Paladin "TRF" Member Join Date: Sep 2011 Location: So. California Posts: 1,232	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... __________________ 1601, 1675/3, 16753, 16750, 16750, 16700, 16610, 18238

8 May 2012, 02:28 PM	#18
NoobRlx "TRF" Member Join Date: Jan 2012 Location: AZ Posts: 10	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!!!!!!

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)