This document provides an overview of the luxury watch brand Rolex. It discusses Rolex's history, leadership, products and services, marketing objectives and strategies, competitive advantages, comparisons to other brands like Omega, and recommendations. Rolex was founded in 1905 in London and is headquartered in Geneva, Switzerland. It produces around 2,000 watches per day and has annual revenues of $7.4 billion. The document examines Rolex's positioning in the luxury watch market and opportunities to engage younger customers.

1. Welcome To our
PresenTaTion
By
noor-e-saBaH(uTsHa)

2. conTen
T inTroducTion
 HoW made
 ceo of rolex
 ProducT & services
 markeTing oBjecTive
 markeTing sTraTegy
 comPeTiTive advanTage
 PoinT of difference
 rolex vs. omega
 is a rolex WaTcH a good invesTmenT ?
 ProBlems
 Price range comPeTiTors
 sWoT analysis
 ToP 50 mosT searcHed for luxury Brands (2014)
 recommendaTions
 conclusion

3. inTroducTion
 Founded: Rolex was founded in London, 1905 , Rolex base of operations is in Geneva,
Switzerland in 1919.
 Founder: Rolex was founded by Hans Wilsdorf and Alfred Davis.
 Headquarters :Geneva, Switzerland.
 Owner : Wilsdorf Foundation
 Type: Privately held company.
 Employees: It employs over 6,000 employees.
 Sales: Rolex sells 750000 watches each year .
 Rolex has service centers in 28 countries globally.
 Sells through official Rolex Dealers in more than
100 countries.

4. ceo of rolex
 Jean-Frederic Dufour will be appointed as the
CEO of Rolex SA (society anonyme which
means "anonymous company") in Geneva.
Mr. Dufour would be replacing Gian
Riccardo Marini.

5. ProducTs and
services Rolex is the largest single luxury watch brand, producing about 2,000 watches per day, with estimated 2013
revenues of US$7.4 billion. Some of the Models of Rolex are: Air-King,Cellini, Day-Date ,Date just,Datejust II,
Milgauss , Date just 41,Daytona, Explorer II, Explorer, GM TII, Lady-Date just , Milgauss, Oyster Perpetual, Yacht-
Master, Yacht-Master II

6. markeTing
oBjecTivesProduct:
The Rolex product will stay very recognizable and relatively unchanged.
Price:
The level at which the watches are priced plays a huge role in the brand's
image. For this reason price will remain the same.

7. Promotion:
Rolex success relies on the continuation of promotions through magazines,
newspapers, selective television programs and prestigious events.
Place:
The purposeful placement of Rolex's authentic dealers in the wealthiest
neighborhoods and districts helps to solidify the brands association with
excellence.

8. markeTing sTraTegy
PromoTions/camPaign sTraTegy :
Luxury brand that is the ultimate aspiration of the consumer.
Fashionable alternative to use a cell phone to use to tell time
Status symbol

9. Advertising :
Magazine Advertisement

10. Billboards

11. Ads at sporting events

12. Sponsorship of music concerts

13. Websites

15. ompetitive AdvAntAge
Rolex is one of the top global brands for over a century. Competitive advantage of Rolex is their
outstanding durability and reliability.
1.Quality.
2. Performance .
3. Innovation:
The first watchmaker to earn chronometer certification for a wristwatch (1910)
The first waterproof wristwatch “Oyster”, 1926.
 The first wristwatch with an automatically changing date on the dial (1945).
4. Stability
The crown symbol is recognized throughout the world. Rolex watches are designed to exceed
expectations. Quality , Performance , innovation .

16. oint of differenCe
Rolex really isn't like any other watch brand. In fact, it is held privately , independently run entity
isn't like most other companies. The things that makes Rolex Different than
others :
1)Rolex Uses An Expensive And Difficult Machine Steel Because It Looks Better .
2) Rolex Has Its Own Science Lab

17. 3) Technology makes the best watch
4)It takes about a year to make one Rolex Watch: An advertisement for Rolex long ago
claimed that it takes about a year to make a single Rolex watch. Rolex produces almost a million
watches a year, but surprisingly, no shortcuts are taken in the manufacturing process.
5) The engine of the Rolex: One of the main difference of Rolex is its engine of the watch.
6)High Cost steel : Rolex use 904L steel which is very costly .

18. Rolex vs. omega
Both Rolex and Omega through the entire range of models have cultivated and maintain a
consistent brand image, with which they distinguish themselves from one another
PRice : Omega is relatively lower price than Rolex.
BRand : The name “Rolex” is synonymous with unmistakable design, which has
throughout the decades undergone only the most minimal of alterations. Like
Rolex, Omega has provided a vast variety of wristwatch icons. Most are
familiar with the Omega .

19. new designs :
Rolex is occasionally criticized for their lack of new designs where most Omega models tend to exceed the 40
millimeter mark.
status ,PRestige and PuRe timekeePing function:
In terms of artistry, prestige and pure timekeeping function, it is difficult to look beyond Rolex. It is still the number
one watch brand in the world for a reason.

20. is a Rolex watch a good
investment ?
A watch can be a good investment, but like investing in cars, wine, art or any other tangible asset, it
takes real expertise to make real money. If you are interested in a watch that will hold its
value, Rolex are a potentially good choice of brand – but they are not a magic ticket to
automatically making money.

21. PRoBlems of Rolex
• Keeping a Rolex Watch running from day by day
• Never Shake a Rolex
• High switching cost
• It need to charged within every 48 hours
• new generation consumer thinks Rolex as more traditional and old
• Only the Rich families can wear Rolex
• Relatively small catalogue

22. Rice Range of comPetitoRs

23. swot
analysis
STRENGTHS:
 Strong Brand
 Global brand awareness
 Extremely high-quality
 Luxury (ultimate aspiration of consumer)

24.  WEAKNESSES:
 High switching costs
 Not accessible to all
 Younger generation views watches as commodity, not status , due to cell
phones
 Lack of individuality (too many produced in relation to its peers)

25.  OPPORTUNITIES:
 Develop effective social media campaign
 Educate the younger market so they will buy upstream later in life as their salaries
grow.
 Design and produce more limited- edition versions of watches in small quantities.

26.  THREATS:
 Recession
 Counterfeits
 High volume of production can = lower quality
 Low-end watches that look similar.
 Cell phones

27. Top 50 MosT searched for
Luxury Brands (2014)

28. recoMMendaTions
 It needs to increase product range by producing modern designs to attract young customers
through limited edition ranges in order to engage and test the market.
 It needs to consider partnering with well known designers for limited editions as this will create a
buzz , and attract those customers who are fans of those particular designers.
 It needs to connect more with women as they make the most jewelry and watch purchases.
 In order to properly address this objective, Rolex needs to update their marketing strategy to
include a greater presence in advertisements that target this younger market as well as a strong
showing in the social media realm.

29. concLusion
Rolex has a long tradition of creating the standard for luxury in wristwatches. By adding a
new segment of the population to their customer base, they will ensure that they
continue their standard of excellence. Moving forward as technology evolves is key in
achieving this goal.

30. any quesTions ?

31. THANK
YOu