Ch. 10 - Product Concepts

Rolex would be categorized as a shopping product. A expensive good, that usually gets compared to competitor brands before been purchased. In addition the watches are homogeneous products. They all have the same function, but at the end you don't necessarily go with the lowest-priced brand. In Rolex's case the costumer most likely will opt to buy a Rolex watch over his competitors because of the reliability and recognition of the brand.

Furthermore, Rolex watches can also go under the specialty products category. A person who wants to invest $ 10,000 and more in a watch most likely is looking for a very particular brand or model. Those watches are exclusive and bring with them a selective status.

Rolex triple date moon phase

The Company also has a quite nice product mix and offers different product lines: dress watches such as the Cellini collection or a sports line such as the Submariner and Daytona. Recently, Rolex has added some new products to a few collections such as the Yatch-Master in rose gold that has been really trendy these past few years.

In addition, Rolex is a global brand. The majority of its earnings comes from outside of Switzerland. Markets such as Asia, Europe and the U.S more specifically. 

As mentioned before the Rolex name was invented by Mr. Wilsdorf and is probably one of the strongest and boldest brand names in the world.  It is recognized everywhere as well the brand mark, the iconic Rolex crown. Those two elements by themselves indicate quality and are familiar to all costumers.