Rolex – Making content
SUMMARY
Not your Father's Status Symbol
After a century of growth and luxury-market dominance, Rolex was faced with building relevance among a younger audience — a new generation of affluent consumers would one day be a vital source of Rolex business in both established and emerging markets. Unfortunately, many younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. A large majority saw Rolex as the watch of their predecessors and parents.
Not your Father's Type of Planning Communications
We needed a really big idea that would engage a more...