An Introduction To Rolex

As the best-selling high-end luxury watch in the world,

the one hundred years of Rolexs history are a testament
to the ability of a company to grow successfully through
constant innovation and product development. Rolex
could certainly be written as the determinative in
branding, which think highly of a great selection of luxury
items. It seems that companies use to gain success by
naming correct battles; releasing pop culture ads that
depend on fashion and polling trends; production on large
scale that sacrifice quality through outsourcing. Rolex
Company continuously improve quality to meet
customers requirement. The Rolex Company has
definitely done a lot for the wristwatch industry.
Quality, performance, innovation and stability are the
pillars that Rolex has built its brand, since the
introduction of wristwatches. The company first sold
pocket watches and folding watches called travel clocks
when it was first formed in 1905 as Wilsdorf & Davis.
Interestingly, until this time, it was only women who wore
wristwatches. Later it became popular when people
realized how impractical it was to have pocket watches.
Brief History: Rolex Watch Company
The Rolex company was founded in 1905 by Mr. Hans
Wilsdorf and his brother-in-law, Mr. Alfred Davis. Contrary
to popular belief, Hans Wilsdorf was neither Swiss, nor a
watchmaker. Wilsdorf & Davis was the original name of
what later became the Rolex Watch Company. These early

wristwatches were then sold to jewellers, who then put

their own names on the dial. The earliest watches from
the firm of Wilsdorf and Davis are usually marked "W&D"
inside the case-back only.
Hans Wilsdorf registered the trademark name "Rolex",
Switzerland during 1908. One story, which was never
confirmed by Wilsdorf, is that the word "Rolex" came from
the French phrase meaning exquisite watch industry .
The company name Rolex was officially registered on 15
November 1915. It is thought this change was part of a
drive to popularize wristwatches, which at the time were
still considered a novelty largely for women. Wilsdorf was
said to desire his watch brand's name to be easily
pronouncable in any language. The company name was
offically changed to the Rolex Watch Company during
1919.
The first self-winding Rolex watch was offered to the
public in 1931, powered by an internal mechanism that
used the movement of the wearer's arm. Rolex was also
the first watch company to create a truly waterproof
watch another milestone from novelty to functional
timepiece.

Exports globally:
The global watch market is dominated by SWISS
manufactures. Rolex racks up over 60% of demand in the
top 10 online searches for specific models. The study

shows that the US dominates online demand, with 73% of

total searches for the 12 luxury brands from this market.
Back home in Europe, the results are more unexpected.
The World Watch Report reveals that Italy ranks 2nd
behind the United States in overall search volume relating
to these brands, even exceeding search demand in 4th
placed Germany by 21.5%.But success in the US does not
necessarily guarantee loyalty on the home front.
TAGHeuer ranks an outstanding number two in search
volume in the dominant US online market, weighing in
with over 1 million searches. Despite this branding
success, TAGHeuer does not even place into the ranking
of top 10 model-specific searches. Notwithstanding their
laudable US positioning, TAG Heuer only ranks 7th in
Italy, the number one European market for online
research. The main market for rolex watch exports are
hong kong 20.4%, U.S.A 10.2%, China 7.7%, France 6.2%,
Germany 5.6% other countries 49.9%.
Number of products:
Oyster Perpetual
Datejust Turn-O-Graph
Lady Date
Pearlmaster
Daytona
Day-Date
Explorer

GMT Master II
Masterpiece
Sea Dweller
Sky-Dweller
Submariner
Turn-O-Graph
Yacht-Master
Yacht-Master II
Quartz Ladies
Quartz Mens
Cellinium
Cestello Ladies

Major competitors:
Timex, Movado, Longines, Rado, Mont Blanc, Swatch,
Range, Tag Heuer, Titan, Swatch, Christian Dior.

SWOT Analysis
Strength
1. Brand image strongly established as a premium luxury

brand
2. Rolex has stood up to its brand image by being the
game changers in the industry.
3. Introduced the first waterproof watch, first automatic
dating watch, the first watch meant for divers have all
been developed by Rolex
4. It is one of the largest and most reputed luxury watch
manufacturer in the world
5. Excellent advertising and branding by associating itself
with celebrity brand ambassadors
6. Sponsorship of global sports events as well as other
international events
7. Rolex watches are present in over a 100 countries
Weakness
1. Counterfeit and fake imitations affect the brand image
2. Competition from several premium watches and
maintain brand essence means lot of investments
Opportunity
1.Rolex could introduce separate product lines with
different brand identities under the Rolex brand
2. Emerging economies pose a great opportunity to
penetrate the global market further
Threats

1. Rolexs limited dealership and long waiting periods can

lead to consumers switching over to its competitor brands
2. Fake imitations can hurt the brands image

Recommendation:

It is highly recommended having your Rolex timepiece

serviced or overhauled, at a minimum, every three to five
years, depending on use and conditions. Each Rolex
watch produced, and Rolex produces roughly 2,000
watches every day, consists of over 200 parts all
working in unison. The tolerances of these parts are
measured in microns (thousandths of a millimeter), and
the day-to-day movement of these parts cause friction. In
order to keep your Rolex in high-caliber working order, it
must be examined and serviced by a master watchmaker.
If your Rolex gets dry, it could stop working altogether.
Conclusion:
Rolex is a good company and I owe them for helping me
get a good start in my career but they arent quite a nonprofit organization. They contribute liberally to charities
around the world while still turning a profit and growing
their business. Their unique situation allows them to
weather storms and keeps them from being bought or
sold. Rolex will be around for many more years doing

good and making excellent watches.