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Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers. This was approache ...

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 ...