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


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...

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