Rolex was founded in 1905 in London and is now headquartered in Geneva, Switzerland. It produces about 2,000 watches per day and nearly 1 million watches per year, making it the largest luxury watch brand. The document discusses Rolex's history and innovation, profiles of famous Rolex owners, and proposes expanding their target market to younger consumers through social media campaigns and educating them on the value of wristwatches.

1. BY : HAJIRA VIHAJ

2. INTRODUCTION
 Rolex was Founded By HANS WILSDROF &
ALFRED DAVIS in London 1905.Rolex Base Of
Operation is in Geneva, Switzerland in 1919.
 It is the Most Reputable Company that
Exclusively Produces a Consumer Product.
 It Produces about 2000 Watches Per Day &
Nearly 10,00,000 Watches Per Year.
 It is the Largest Single Luxury Watch Brand &
Forbes Ranked Rolex 64th on its 2016 List Of
the World’s Most Powerful Global Brands.

3. HISTORY
The History is Inextricably Linked to the
Visionary Spirit Of Hans Wilsdrof, Its
Founder.
In 1905, At the age of 24, Hans Wilsdrof
Founded a Company in London.
Specialising in Distribution of Time Pieces.
He Began to Dream Of Watch Worn on the
Wrist. Wristwatches were not very Precise
at the Time, But Hans Wilsdorf Foresaw
that they could become not only Elegant,
But also Reliable.
HANS WILSDROF : 1881 -1960

4. GENIUS IN 5 LETTERS

5. CEO OF ROLEX
JEAN FREDERIC DUFOUR
Many Eminent Person in the Watch
Industry are Familiar with Jean
Frederic Dufour as the CEO Of Zenith
Watches.
He is Making the Ultimate Trip up the
Ladder to being in a Top Leadership
Position at Rolex.

6. INNOVATION
The 1st Watchmaker to earn Chronometer Certification for a Wristwatch (1910)
The 1st Waterproof Wristwatch "Oyster", 1926
The 1st Wristwatch with an Automatically Changing Date on the Dial.
(Rolex Datejust, 1945)
The 1st Wristwatch case waterproof to 100 m (330 ft)
(Rolex Oyster Perpetual Submariner, 1953)
The 1st Wristwatch to Show Two Time Zones at Once.
(Rolex GMT Master, 1954)
The 1st Wristwatch with an Automatically Changing Day & Date on the Dial.
(Rolex Day-Date, 1956)

8. DAY-DATE 40 SKY-DWELLER DATEJUST 41
OYSTER PERPETUAL 39
THE ROLEX COLLECTION
PEARLMASTER 39

9. COSMOGRAPH DAYTONA SEA-DWELLER SUBMARINER DATE
GMT-MASTER II YACHT-MASTER II EXPLORER II
MILGAUSS AIR-KING CELLINI MOONPHASE

10. DR.RAJENDRA PRASAD’S GOLD ROLEX
OYSTER
The First President Of India Dr. Rajendra Prasad
Owned this Watch.
It was Given to him in 1950, During India’s First
Republic Day.
The Watch Features an 18K Gold Dial with a Map
Of India Dated 26th January 1950 Inscribed into it.

11. ROGER FEDERER'S WATCH
Every time I put on my Rolex, it reminds me of
those great moments. It also reminds me that if
you do not work hard, somebody else will, and
they eventually will pass you. So you’ve got to be
tough and even ruthless to some extent, but
always be fair and play with style. I think that’s
really important.
Oyster Perpetual Datejust II

12. JAMES CAMERON'S WATCH
Oyster Perpetual Rolex Submariner
The watch I am wearing today I bought as a
replacement for the one that I gave to Ropni. When I
look at it, I think of all the things my previous
Submariner had been through. I see all the places it’s
been, from the bottom of the ocean to playing with
my kids to sitting writing a story. It’s the one constant
companion. People come and go — the watch is
always there.

13. GARBIÑE MUGURUZA'S WATCH
Oyster Perpetual Datejust 36
I wanted to get something that was as good as my year, something that would
always remind me of this moment before I moved on to new endeavours.
Around Christmas that year I took my parents to get my very first watch,
engraved with my name and the year 2014.
When I look at this watch today, I see joy. I see me working hard for what I
wanted, I see me being an independent woman. I see myself giving everything I
have to catch my dreams.

14. YUJA WANG'S WATCH
Oyster Perpetual Datejust 31
It’s not just the watch but what it signifies: the beauty, the
elegance, the passion, precision, perfection – it’s similar to
what I’m striving for in classical music.”
Music uplifts people and I think Rolex is there to also give
me a goal to look forward to, it’s almost like a motivation for
me to always strive for the best. There’s always a higher aim
in life, in what I do, in the arts and in what we can achieve.

15. MISSION, VISION & OBJECTIVES
MISSION :
To Manufacture, Distribute & Service High Quality
Wristwatches.
VISION :
To Continue the Long Tradition Of Excellence that the
Rolex Name Represents.
OBJECTIVES :
Educate the Younger Market On the Value Of
Wristwatches.
To Create a Social Media Strategy that will Encourage
users to interact with the Brand as well as Extend the
message to a larger audience.
Promote the purchase of Wristwatches as a “Reward”
for Key Successes in a Young Man’s or Women’s Life.

16. MARKET SEGMENT
The Current Target Market For Rolex is Wealthy Consumers that are looking
for High Quality & Exclusivity.
The Products are Created For those who want to Show Off their Wealth. The
Typical Rolex Owner is a Celebrity Or Sports Figure.
Rolex is an International Brand Of Swiss Watches that is Valued all Over the
World with over 50% Of the Market Residing in the US, Hong Kong, China,
France, & Singapore.

17. MARKETING OBJECTIVES
PRODUCT :
The Rolex Product will Stay Very Recognizable & Relatively Unchanged.
PRICE :
The Level at which Watches are Priced plays a Huge Role in the Brand’s Image.
For this Reason Price Will Remain the Same.
PROMOTION :
Rolex Success Relies on the Continuation of Promotions through Magazines,
Newspapers, Selective Television Programs & Prestigious Events.
PLACE :
The Purposeful placement of Rolex’s Authentic Dealers in the Wealthiest
Neighbourhoods & Districts helps to Solidify the Brands Association with
Excellence.

18. MARKETING STRATEGY
PROMOTION/CAMPAIGN STRATEGY :
POSITIONING
High End luxury Brand that is the Ultimate
Aspiration of the Consumers.
Fashionable Alternative to using a Cell
Phone to tell Time.
Status Symbol
ADVERTISING :
TRADITIONAL MEDIA
MAGAZINE ADVERTISEMENTS
BILLBOARDS
ADS AT SPORTING EVENTS
SPONSORSHIP OF MUSIC CONCERTS

19. ONLINE MEDIA
WEBSITE :
A Section of Rolex.com will be Developed that Caters to the Target
Market & Conveys the benefits & the value of Wristwatches
SOCIAL MEDIA :
The Website will include Links that are prominently Displayed on the
Homepage including Twitter, Facebook, & Youtube. The user can then
easily connect with Rolex’s Social Media Sites with one simple click.

20. FINANCIAL FORECAST & parameters
FINANACIAL FORECAST :
Increase Daily Production By 10% ( An Extra 200 Watches Per Day on Top of the 2000
that are already being Produced.)
Increase Sales Profit Percentage to More than the Percentage of Population of Growth
Per Year.
PARAMETERS :
 NEW MARKETING :
Marketing Team, Financial Team, Sales Teams,
public Relations, Social Media Team, Web
Development, Advertising, Event Production.
 COST OF GOODS SOLD :
Watch Materials, Shipping, Packing, Quality
Control.

21. SITUATIONAL ANALYSIS
STRENGTHS
 Strong Brand
 Global Brand Awareness
 Extremely High Quality
 Luxury (ultimate aspiration of consumers)
WEAKNESSES
 High Switching Cost
 Not Accessible to all
 Younger Generation View Watches as Commodity,
not Status Due to Cell Phones
 Lack of Individuality (too many produced in
relation in to its peers)
OPPORTUNITIES
 Develop Effective Social Media Campaign
 Educate the Younger Market So they will
buy upstream later in life as their salaries
grow
 Design & Produce More Limited Editions
Versions of Watches in Small Quantities
THREATS
 Recession
 Counterfeits
 High Volume of Production Can = Lower Quality
 High End Competition
 Low End Watches that look Similar
 Cell Phones
INTERNAL
EXTERNAL
POSITIVE NEGATIVE

23. CONCLUSION
The Marketing Plan Summarizes the Main
Points of How Rolex will Market their
Wristwatches to a Younger Generation than
the Current Target Market.
This Expansion will allow Rolex to move into an
untapped area that needs Education on the
Value of a High Quality Time Piece.
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 Strong Showing in the Social
Media Realm.