Rolex - Making content

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.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands