Rolex Case-Study

Presented By:
Shrey Nath Jha
Waqar Ali Khan
Shaino Zaidi
 History

Founded in 1905 by Hans Wilsdorf and Davis in

London
HQ at Geneva Switzerland.

Rolex is the high quality luxury wrist watches

Business Week magazine ranked Rolex

at 71st position in 2007.
 Company’s Innovation

It was the 1st wrist watch with an automatic

changing day and date on the dial.

The 1st wrist watch to show time zones at once.

The 1st wrist watch case water-proof

to 100mt (330 ft)
 Product Models

Oyster Perceptual

3 Oyster Professional

Cellini
 Umbrella Branding

Rolex Daytona stainless steel

Rolex Daytona chronograph stainless steel, white dial

Rolex GMT Master II gold and stainless steel

Rolex Yacht-Master
Rolex Sea Dweller Deep-sea with 3,900m depth rating
 Fighter Brand : “TUDOR”
Launched in 1946.

They were mid range watches.

Competitors were Tagheur, Citizen & Rado

 Pricing Strategy
Premium Pricing

Basic Price for Oyster Perpetual

$2,500 up to $2,00,000

Pricing Variances
$2000 up to $12000
Communication Strategy

Traditional Tool = Magazines

Modern Tool = Internet

 Rolex Brand Ambassador
Celebrity who uses their public image to promote the
Rolex brand

To increase the visibility and desirability of rolex

 Extremely talented people from a

broad spectrum of professional pursuits.

The ultimate goal of the program from a business

standpoint is to find and commend
professionals and pioneers who reflect the Rolex company’s
tenets of precision, style and success.
 Sir Jackie Stewart

40th anniversary as a brand ambassador for Rolex

He had emerged as Britain's top car racing driver

 One of the top five in the world

Gold day date with a president bracelet

“They see it as timeless. Timing is

everything in life.”
 Distribution Strategy

Earlier = Official Rolex Dealers

Later through Online as well

 Authentic Rolex Watches

Prestige watches are everywhere it seems, but none is

more connected to status and success than authentic
Rolex watches

Attention to detailing
Limited production of watches.
Investment value besides their
 good looks and styling
-their value was double the original cost.
 Corporate Success Symbol

Swiss Made
Luxury Market

The World
Prestige
of Wealth &
Sports
Rolex Travel

Luxury Invention James Bond 007

Disposable Income
Brand Image & Positioning
CUSTOMER KNOWLEDGE
ULTIMATE SOCIAL SYMBOL
BRAND LOGO – CROWN
INNOVATIONS IN PRODUCT LINE
POWERFUL BRAND AMBASSADORS
SPORTS AND CULTURAL EVENTS
PHILANTHROPIC PROGRAMS
SWOT of “Rolex”
 STRENGTHS

•QUALITY
•COMMITMENT TO EXCELLENCE
•REPUTATION
•MANAGE DEMAND
•SWISS MADE
•MECHANICAL MOVEMENT
•ADVERTISING
 WEAKNESSES

•STYLE LIMITATIONS

•HIGH PRICE LIMITS MARKET

•TECHNOLOGY IS NOT ACCURATE

 THREATS

•EXPANSION OF LUXURY BRANDS

•MAINTAIN EXCLUSIVITY OF BRAND

•DESIRABILITY DIMINISHED RELATIVE

TO OTHER LUXURY

•BRANDS LOWER PRICE LEVELS

 OPPORTUNITIES
•Introduce New Designs
•Connect With Female Customers
•Attack The Online Counterfeit Industry
•Understand The Younger Consumers Relate
To Luxury
•Communicate Long Term Value
•Rolex Should Introduce Separate Product Lines With
Different Brand Identities Under The Rolex Umbrella
Thank You…