Rolex was founded in London in 1905 and registered in Geneva in 1920. Some key dates and products in Rolex's history include the creation of the Oyster waterproof case in 1926 and the Datejust with automatic date functionality in 1945. The document discusses Rolex's mission, strengths, weaknesses, opportunities, threats, product lines, pricing, distribution, target market, and promotion strategies. It emphasizes Rolex's brand value stemming from durability, luxury, quality materials and design, and status as an old, global luxury brand.

2. By – Rohit chugh
11402278
MBA
DAV University

5.  1905 -Founded in London by manufactured a
Swiss making company in Bienne.
 1908 - The word ROLEX originate.
 1920 - Montres Rolex S.A. was registered in
Geneva.
 1926 - Creation of OYSTER.
 1945 – Creation of Datejust.

6.  To continue the long tradition of
excellence that the Rolex name
represents.

7.  To manufacture, distribute and
service high quality
wristwatches.

8.  Rolex has been the pre-eminent symbol of
perfection.
 “Crown" the First time a crown occurred is
Rolex oysters the first wristwatch.

9. A crown for every
achievement

10.  Educate the younger market on the value of
wristwatches.
 Create a social media strategy that will
encourage users to interact with the brand as
well as extend the message to a larger
audience.
 Promote the purchase of wrist watches as a
“reward” for key successes in a young man’s
life.

11. STRENGTHS
 Strong Brand
 Global brand awareness
 Extremely high –
quality
 Luxury(ultimate
aspiration of consumer)
WEAKNESSES
 High switching cost
 Not accessible to all
 Younger generation
view watches as
commodity not as status
 Lack of
individuality(too many
produced in relation to
its peers).

12. OPPORTUNITIES
 Develop effective social
media campaign
 Educate the younger
market so they will buy
upstream later in life as
their salaries grow
 Design and produce
more limited additions
of version of watches in
small quantities
THREAT
 Recession
 Counterfeits
 High volume of
production can lower
qualities
 High end competition
 Low –end watches that
look similar
 Cell phones

13.  Oyster:- First waterproof watch
 Datejust:- First watch have auto dating facility
or “automatic date”.
 Submariner:- First watch meant for divers
(water resistant to a depth of 100 meters)

14. Rolex wristwatch repeat to durability and luxury. They
try to make a good image to consumes and make people
look familiar with a brand value
Brand value :
 durability
 luxury
 price sell
 material
 Design
 old brand

15.  Current market
 Wealthy that are looking for high quality and
exclusivity consumer.
 About 22 years old up. but actually it depend
on your money support.
 The product is produced for those who like to
show off
 Rolex is an international brand of Swiss
watches that is valued all over the world with
over 50% of the market residing in the U.S ,
Hong Kong , China, France and Singapore.

16.  More than 22 years of age
 These are the young man who want to show off
their new found status.

18.  Product Line
Datejust >>> The classic watch
Date-day >>> The leader's watch
Daytona >>> The driver watch
Deepsea >>> The deep dive watch
Explorer >>> The explorer's watch
GMT-master ll >>> The pilot's watch
Milgauss >>> The Vissionariy's watch
Submariner >>> The Diver's watch
Yacht-master >>> The skipper's watch

19.  Super premium pricing policy
 High cost of production results in higher
pricing policies (profit because of its unique
design and the value of the finished product)
Labor costing is very high
The retail prices for different ranges
Diamond Inlay” are much higher.
GMT ice” the costliest watch priced at 485,350 $

20. the brand is available only at selected retail
showrooms
Rolex is a global brand with 28 affiliates &
4000 watchmakers in nearly 100 countries.

21.  Promotion/campaign strategy :-
Positioning
 High end luxury brand that is the ultimate
aspiration of customer
 Fashionable alternative to using a cell to tell
time
 Status symbol

22. Traditional media
 Magazine Advertisement:- Men’s magazine.
 Billboards :- Major cities, mainly affluent area
to hit the large market.
 Ads at sporting meeting :-The sporting events
that young men attend including but not
limited to, hockey , football or basketball.
 Sponsorship of music concerts:- Rolex will
sponsor the concert which is popular with
target market

23.  Website :- A section of Rolex.com will be
developed that caters to the target market and
coveys the benefits and the values of the
wristwatches.

24.  Twitter:-An official Rolex account will be
created and verified.
 Face book:- An official page of Rolex will be
created and monitored by social media team.
 You tube :- An official you tube channel will
be established and include videos and
advertisement that cater the large market.

25.  Who:
 What:
 Where: From Retailers
 Why: due to Accuracy,Quality, Design, All
Proof
 When:

26.  Accuracy
 Quality
 Design
 To show other people that they are successful.
 In a desperate situation, a Rolex can be used as
collateral or even ransom since its value is well-
known.

27.  Online training for Servicing your Rolex
 Customization