Key to be success

Rolex just not a wristwatch brand but it is the symbol of sucessful. Today Rolex be steadfast in this business of 20 centuery with the original trademark. including to all of their collection all the time that show the identity to the world. what is make Rolex to success?



Leader

Rolex has two managing director. They could think long-term appeal they said "When will we in five or ten years time? That's a completely different philosophy than at another watch house. Even in times of uncertainty, Rolex's greatest policy was never to adopt change for change's sake." they have a plan for the future. and reseach in every defect to devalopment.


"We've never wanted to be the biggest, but certainly one of the finest in the field."

Design

The identity of design that never chang.


quality

Promotion

Rolex is a brand that rather introvert. but They has a good ways to commumcicate. Ues market strategy. and keep value image of the company to consumers
web-site
Rolex has a main web-site for their own. There are alot of infoematin inside sine history of Rolex and a new collectioon


Advertising

In a televission ans the internet. they show a short processing to comsumers, invite a new collection in the internet. In magazine they use a famous celeb to present such as poster, of sponsor in many compettition. They use a period of time to promoet a brand such as in a cinema and you can buy it by web-sire or first class departmentstore.

Branding

Rolex wristwatch repeat to durability and luxury. They try to make a good image to consumes and make people look familar with a brand value








Brand value :

• durability
• luxury
• price sell
• material
• design
  
• old brand
  

Positioning

Rolex brand be steafast more than 100 years ago in business wristwatch. The identity of brand still not is change since Rolex company show the first producr to eyesight for world population

The complicacy inside of a machanism system make acceptance to endless. This is the important point which carry one favour all of consumers.Rolex repeat in a special properties on their brand by the perfect handicraft. they sell the individual shape, dignified and luxurious.Rolex has a desigh and foundation that another brand doesn't have. They design to accordance with banefit of usability and respond to require a consumers always. Not only. the value of Rolex make a drem of people to posses it for their pride and honour in society

Target market

Rolex is the privacy brand all of collection emphasize to gorgeousness. It is rather difficult to posses it because of a very high price. so target of rolex is about 22 years old up. but actually it depend on your money support.













There are 3 of Rolex target group


First, worker society




Second, high society


Third,

Product strategy : Product line

Product line


Datejust >>> The classic watch

The oyster perpetual Datejust is the ultimate reference Chosen by who those believe in timeless eligance. The inaugural model with it waterproofness ,steamline,elegance ang date aperture on the face of the watch

Date-day >>> The leader's watch

The oyster perpetual Date-Day is the ultimate reference chosen by world's elite . The very essence of luxury.







Daytona >>> The driver watch

The oyster perpetual cosmograph Daytona is the ultimate chosen for those with a passion for driving. And elegance

Deepsea >>> The deep dive watch

The oyster perpetual Rolex Deepsea is the ultimate chosen by professional diver in oceans around the wolrd. And those who endeavour to push the boundaries feture.

Explorer >>> The explorer's watch

The oyster perpetual Explorer is the ultimate chosen by pioneers and those with a spirit of adventure

GMT-master ll >>> The pilot's watch

The oyster perpetual GMT-master ll is ultimate chosen by serious travellers and professionals who fly the world.











Milgauss >>> The vissionariy's watch

The oyster perpetua Milgauss is the ultimate reference for those with a passion for the world of science and discovery.









Submariner >>> The Diver's watch

The oyster perpetua Submariner is the ultimate reference chosen by professionals with a tate for stye and the deep









Yacht-master >>> The skipper's watch is the ultimate reference chosen by professional who sail the world. And those whose passion foe innovatiob knows to limits

Company background

The company early begins in London by Hans wilsdorf and his younger brother-in-law Alfred devis founded. They were importing Herman Aegler's movements and use their quality watch cases by Dennison and other beneath hallmarked "W&D" inside the case back . Afterward , they move to Chaux-de -fonds,Swizerland because problem taxes and export duties on the silver and gold used for the watch ceses were driving costs too high. The company registered to trademark "Rolex" and move to Geneva,Swizerland where it was established as the Rolex watch company. Rolex made a new good qualities of wristwatch including to prize guaruntee such as Chonometer rating. This is the reason that make Rolex in to the worldwide


Logo



Rolex has been the pre-eminent simbol of perfection and prestiges. It is a collaboration of skills specialist by require of Hans Wilsdorf . He is a perfectionist and he loves the sea so what present about status, power, prestige? "crown" the fisrt time a crown occured is Rolex oysters the first wristwatch.




Name

The world was made up but its origins is obscured. Wilsdorf was said to want his watch brand'name to be essily pronounceable in any language . He also thought that the name of Rolex was onomatopoeic, sounding like a watch being wound. It was also short enough to fit on a face of the watch. One story, never comfirmed by Wilsdorf, is that the name came from the French phrase hornogeries exquise, meaning "exquisite cloclworld"

Slogan

A crown for every achievement

Rationale

It is difficult to choose a brand in my mind. I try to think about what is the brand that i want to present and interest. And finally from many choice i choose "Rolex" I have seen a Rolex story in variety show always. I fell facinatingly about their processing. It is a famous wristwatch by trademark swiss-made. all of this collection and design is praiseworthy and should to announce. I want to know more and more about Rolex, what is the key of Rolex'famous?