Ch. 15- Marketing Communications

Over the years, Rolex has convinced us that what they make is the best in the industry. By introducing new technologies in the watch world and always using the best material available, Rolex has made a name for itself.

To reach its target market, Rolex uses mass communication. By using magazines, social media and lending its name to sports event, Rolex is able to hit a large but still selective audience.

When you receive a message from Rolex you decode the message by concluding that the product is target to a specific group. The use of a crown, celebrities and highlighting the expensive material used in the watch makes the consumer understand that the item is a one of a kind timepiece.

Promotion Goals:

Rolex recently released a new caliber, the 3255. Its a new generation of movements that promises to achieve new standards of performance, such as power reserve, precision, resistance and durability.
By informing all these new features, Rolex expects to draw in more clientele to this new product.

Caliber 3255

Secondly, Rolex tries to persuade consumers to buy their watches. By displaying all its competitive advantages, Rolex gains advantage over its competitors. These advantages include brand name, prestige of owning a Rolex, the ego satisfaction, as well as the super high quality of its watches.

Furthermore, Rolex reminds you that you are part of a selective group and you own a unique timepiece. By doing ads such as " The Rolex way", using acclaimed sports persons to talk about their watches and maintaining the leading position in the industry, they make a statement that costumers are making the right decision choosing Rolex.

Djokovic at the Rolex Masters of Monte Carlo

In conclusion Rolex uses fairs such as Baselworld to connect with the public, more specifically watch collectors and enthusiasts. This way Rolex exchanges information with their market and get feedback on their product. Increasing their relationship and improving their watches from the feedback.