Montres Rolex SA: Celebrity Endorsement campaign
Judson KnightOVERVIEW
Rolex, the Geneva-based maker of ultra-high-quality and high-priced timepieces, had at one time or another sponsored the Wimbledon tennis tournament as well as the PGA and LPGA golf circuits, and its advertising made heavy use of athletes. Thus in 1997 it signed a deal with young golfing sensation Tiger Woods for a campaign that ran through 1998 and beyond, adding his name to a roster that included golfer Arnold Palmer, Olympic skier Picabo Street, and mountain climber Ed Viesturs. Rolex advertising in 1998 featured Woods, Street, and others, including quite a...