Ch. 16 Advertising, Public Relations and Sales Promotion

Rolex's main advertisement tool is the name of the company itself. "Rolex" is a easy name to say and recognizable in any language. That is what the creator of Rolex Mr. Wilsdorf wanted back in the when the brand was created.  

The company also uses two major types of advertising. Institutional Advertising, to reinforce the "Rolex way" and the brand mission statement.  Additionally, Product Advertising that focuses on the qualities of a Rolex watch.

An advertising appeal identifies a reason for a person to buy a product. When someone buys a Rolex he or she expects to be part of a exclusive or unique group. 

Rolex uses different Executional Styles for advertising. Most of the time "Lifestyle" and "Testimonials" are used to promote the brand. The brand sponsors multiple celebrities and  spokespersons. One example is Roger Federer, one of the best tennis player of all time.

The company uses multiple channels to reach a vast but still specific market (audience selectivity) such as magazines, internet and Outdoor Media (sports events). 

As an example, GQ is a men fashion magazine that focus on men's fashion and lifestyle.  The person that buys that magazine is a potential costumer for Rolex.

Last but not least Rolex also uses Basel World, a watch show, to promote new watch models and calibers. Basel World is notorious for creating anticipation about new releases and technologies just as a Auto show does for cars. This year Rolex launched a new movement: the caliber 3255. A more precise movement that is more reliable and resistant. In addition Rolex released a few new Oyster models. That gives publicity to the brand and bring attention to the company in such a competitive industry.