Presentation 1

Rolex – Introduction
Rolex is a brand of Swiss wristwatches and accessories renowned for their quality and
exclusivity, as well as their cost (from a few thousand to more than one hundred thousand
U.S. dollars). The watches have become status symbols of the rich and famous.Although a
symbol of success, Rolex has earned its strong reputation through innovations in design and
function over many decades.
Rolex is one of the top global brands for over a century. The crown symbol is recognized
throughout the world. Rolex watches are designed to exceed expectations. It takes more than
a year to assemble over 220 minute pieces. This is done systematically by hand and is
extremely detailed oriented. In fact about 400 operations are conducted only on the main
plate.
Quality, performance, innovation and stability are the four
pillars that Rolex has built its brand, since the inception of the
history 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.
Seeing the opportunity in this new market, Hans Wilsdorf,
along with his brother-in-law, William Davis formed the
company and began producing high quality watches. Around
three years after W & D was formed, the company's name was officially changed to Rolex, a
name that was trademarked by Wilsdorf. Somewhere during that time, the benefits of having
a logo and brand name to distinguish a product from its competitors was just being
discovered, and Wilsdorf capitalized on this opportunity. In essence they wanted a name that
was easy to pronounce by all, had no meaning as such in any European
language and something that was short and easy to spell.
Our visionary Hans declared that the biggest problems of our time for watches
were humidity and dust. In response to this problem, he decided to create a
waterproof watch, and in 1926 the brand released the model that
revolutionised the era: theRolex Oyster (a reference to oysters being perfectly
waterproof). First waterproof collection of the brand. Indeed, the young
woman was the first English woman to cross the Channel and she wore
a Rolex Oyster around her neck, which, on her arrival, was still working
perfectly and had not gone out of adjustment. The front cover of the Daily
Mail newspaper featured the young woman with the following
inscription: "Rolex Oyster defies the elements".The model is no longer
available and will have left its mark on history.

The pioneering watch brand has to its credit watches which were intended for professional
activities, such as deep-sea diving, aviation, mountain climbing and scientific exploration. In
1953, Sir Edmund Hillary and Tenzing Norgay were wearing Oyster perpetual when they
conquered the Everest thus proving the strength and precision of each Rolex time teller.




 In 1956, Rolex scored a major coup in the watchmaking world by
proposing a revolutionary watch model: the Day date, also called
the President's watch, this nickname comes from President Lyndon
Johnson who was the first to wear a Day date on his wrist in 1966.
The story goes that he even gave some of his friends or guests Rolex es
as gifts. The brand sold this collection model only in gold or platinum,
the watch model representing luxury par excellence.
Moreover, when promoting this Rolex watch, the choice of using the
red telephone associated with the President of the United States and a
wrist where one could see the famous Rolex watch, synonymous
that thewatch belonged to the powerful.






Presentation 2
Rolex – Value Chain and Competitive Advantages
Mapping the business process is
useful for analyzing the specific
activity in ROLEX company.

The primary value chain activities
are:
· Inbound Logistics: the
receiving and warehousing of raw
materials, and their distribution to
manufacturing as they are
required.
· Operations: the processes of
transforming inputs into finished
products and services.
· Outbound Logistics: the
warehousing and distribution of
finished goods.
· Marketing & Sales: the
identification of customer needs
and the generation of sales.
· Service: the support of
customers after the products and services are sold to them.
These primary activities are supported by:
· The infrastructure of the firm: organizational structure, control systems, company
culture, etc.
· Human resource management: employee recruiting, hiring, training, development, and
compensation.
· Technology development: technologies to support value-creating activities.
· Procurement: purchasing inputs such as materials, supplies, and equipment.

Competitive advantage held by Rolex is their outstanding durability and reliability. Rolexes
have been tested in the deepest parts of the ocean to the highest places on earth. A special
edition of a Rolex watch was attached to the side of a submarine to the bottom of the
Mariana Trench. Upon surfacing the watch was intact and keeping good time. Later the
Explorer series was developed to help Everest Expeditions keep time and return back to
base camp before they ran out of daylight.
No article on Rolexes can be complete with the mention of James Bond. James Bond was
Rolexes marketing dream come true when he appeared on the movie screen wearing a
Rolex Submariner. While the character in the books wore an Oyster Perpetual the
producers felt the Submariner was a little more rugged for the well-heeled international
man of mystery. We won’t go into the later James Bond films and their choice of watches
let’s just say that the real Mr. Bond would only wear a Rolex.

Presentation 3
Rolex – Brand Resonance Pyramid
Brand resonance is the emotional connection between a brand and its consumers.
Brand resonance is the ability of a brand to create an emotional connection with its
consumers and trigger a positive response from them. The brand resonates emotionally
with people because it connects with their emotions. Brands must communicate effectively
with their consumers if they want to resonate with them. It also has an aesthetic appeal that
makes people feel better about themselves or their company than they would if it were just
another product.
Let’s see the Rolex resonance pyramid:
Brand Salience also as brand identification: It’s the first step to ensure that the brand gets
identified with the customers and creates awareness about the product. Rolex is commonly
recalled as luxury watch in the world. Also, it’s associated with depth and breath as well.

Brand Establishment (Performance and Imagery): Rolex’s main performance is its

product – watch, which is handcrafted product with premium materials, Rolex logo also
performs its luxurious essence, it’s like a status symbol. Also, Rolex holds the value well, for
example Rolex has elite luxury image through sports and cultural ambassadors.

Brand Response (Judgements and Feelings): Once Rolex has been built the association of
luxury with the customers, they know that the best watch in the world is Rolex because of its
social status, quality, innovation and special design.

Brand Relationship (Resonance): The last and final step when customers have extremely
loyal and Rolex have high repeat purchase rate. Finally, Rolex is the part of elite society.