Last year, Rolex’s decision makers that the company to reform time.
But with most “reform” different, the company did not make deep restructuring, nor make snap to cut goods.
On the contrary, Rolex executives think, the company should now launched its first Facebook page. For a decades of careful maintenance of its reputation, only to fine tune its watches and marketing strategy of brands, it was taken a big step.
“Our intention is to attract people’s attention.” The brand dealers said, “we design the content, heavy weight, just say the words at the right time.”
Rolex partners agree. They said, Rolex has never been too hasty, it so late to start using social media is not because of their own making mistakes or momentary oversight. In contrast, Rolex’s silence is to accurately plan. The brand know, even if a start away from social media, it will not weaken its brand influence, will not lose its loyal fan base. It is hope that a comprehensive understanding of its case before the use of social media, including social marketing and user participation data.
In the past century, precision has been the guiding principle of Rolex, this includes watches from design to product marketing. Here say is how to be a miser with words in the social media era of the brand, to resist price to attract, and finally obtains the vigorous development of the story.
Print advertising: Rolex and its achievement
Since 1905, superior technology and innovation level standard information transfer is the Rolex watch and events they witness the milepost.
For example, in 1927, the British female swimming athletes Mercedes – Mercedes gleitze wire (Mercedes Gleitze) became the first British woman to swim the English channel. In the process of crossing the English channel, she wore a state-of-the-art Rolex oyster watch, is also the first waterproof watch.
After the Mercedes gleitze conquering the channel, Rolex in the British “Daily Mail” (Daily Mail) made the front page of advertisement, hype this feat and demonstrate its new watch. In the process of advocacy, Rolex introduced the concept of the so-called “witness”. Its advertising copy describes watch quality (waterproof), witness (Mercedes gleitze) personally witness: waterproof watch Rolex filed the claim is correct.
“In seawater immersion for more than 10 hours but still maintains the correct time.” The ad claims, “keep perfect time under any conditions, this process ultimately become a reality.”
The next ten years, Rolex once again appeared in a feat of have been recorded in history. In 1935, the British Racing Drivers Malcolm Campbell (Malcolm Campbell) in Utah’s Bonneville Salt Flats broke the world racing records. As a Rolex watch fans, wearing a Campbell in the record breaking car racing in the Rolex oyster watch.
Then out of the Rolex ads, to celebrate Campbell’s achievement, the racers appeared in his trademark blue bird car. On top of him stood a letter of re printed Campbell letter to praise Rolex:
“I’m wearing Rolex watches for a long time.” He said, “in the conditions of high speeds, it is also able to keep accurate time.”
In the ensuing decades, Rolex appeared in the event of great significance, such as mountain climbing, scuba diving and intercontinental flight.
In twentieth Century 50 years, Rolex began a major historical event in the commercial use of its watch participation.
For example, in 1953, Edmund – Hilary (Edmund Hillary) and Tenzing Norgay (Tenzing Norgay) has become one of the first to reach the top of Mount Qomolangma climber. In order to pay tribute to them, Rolex launched a commemorative watch Oyster Perpetual Explorer. (the two men wearing Rolex oyster watch during the climb).
Later, oceanographer Jacques – Picat (Jacques Piccard) and don Walsh (Don Walsh) wearing Rolex oyster watch dive to the world’s deepest Mariana Trench. In recognition of their feat, then Rolex launched the three Anniversary Edition watch: Submariner, Deep Sea Special and Sea-Dweller.
Television advertising in the Rolex: witness to history
In a recent television advertising, Rolex emphasizes its watch is a classic brand, is the historical witness, which became the core principles which tells the story of brand. Although the past valiant record often Rolex into the present marketing activities, but the company said they will not sell empty nostalgia.
“The real history of the brand is always walking on the wire between the future and the past on the.” It says, “the real history is not nostalgia.”
On the contrary, Rolex will be its watch positioning for the participants with a history, but not completely indifferent spectator.
The company’s advertising plan is a series win support among the people with this slogan advertising clips: “it not only tell you the time, but also tell your history.”
The watch manufacturers around the theme of making different kinds of advertising, including a single video highlights the achievements of professional athletes, such as tennis player Roger – Federer (Roger Federer) – since 2006 he has been the face of Rolex, golf legend players