Rolex – Global Brands – Strategy Deconstruct

When we think global brands we think names that are easily encountered in our daily vocabulary, brands & companies we know and consume, while it seems as if they have been there since ever.

BUT HOW ARE GLOBAL BRANDS & COMPANIES CREATED?

There are some fundamental rules, there are industry variations at the same time when it comes to strategy. It takes time, it takes perseverance, it takes innovation, it takes a profound understanding of the people who are buying your products. The answer is complex. There’s no universal version of it.

So I suggest that instead of finding the perfect answer, let’s better understand “how these brands are made” by undoing them. Let’s journey back in time to understand how Rolex became what it is today and which were the most amazing innovations that transformed the company into a global brand!  

WHAT YOU WILL DISCOVER IN THIS STRATEGY DECONSTRUCT?

• ROLEX’S Timeline in 119 Years of History
• 35 KEY MOMENTS in the brand’s expansion.
• 15 MILESTONES OF STRATEGIC INNOVATION that exponentially developed the company.
• 24 MILESTONES reinforcing BRAND POSITIONING – key moments that established & reinforced the brand’s core Archetypes: Ruler / Explorer.
• 22 STRATEGIC MOVIES – that contributed to the brand’s global brand awareness.
• 17 STRATEGIC SPONSORSHIPS – that contributed to the brand’s global positioning as a leader in the elitist sports sector & not only.
• 60 STRATEGIC BRAND AMBASSADORS – that contributed to the brand’s global positioning as a leader in the elitist sports sector & not only.
• KEY FACTS about Rolex you might not know.

Now let’s dive into the past and see how Rolex started. 

21 STRATEGIC MOVIES – that contributed to the brand’s global brand awareness.

1) 1962: Dr. No

• Watch: Rolex Submariner
• Actor: Sean Connery as James Bond
• Significance: First James Bond movie, Bond wears a Rolex Submariner.

2) 1963: From Russia with Love

• Watch: Rolex Submariner
• Actor: Sean Connery as James Bond
• Significance: Bond continues to wear a Rolex Submariner.

3) 1964: Goldfinger

• Watch: Rolex Submariner
• Actor: Sean Connery as James Bond
• Significance: Another Bond film featuring the Rolex Submariner.

4) 1973: Live and Let Die

• Watch: Rolex Submariner
• Actor: Roger Moore as James Bond
• Significance: Roger Moore’s first appearance as Bond, wearing a Rolex Submariner.

5) 1986: The Color of Money

• Watch: Rolex Datejust
• Actor: Paul Newman as Fast Eddie Felson
• Significance: Newman’s character wears a Rolex Datejust in his Oscar-winning role.

6) 1988: Rain Man

• Watch: Rolex Day-Date
• Actor: Tom Cruise as Charlie Babbitt
• Significance: Cruise’s character, a high-rolling businessman, sports a Rolex.

7) 1990: Goodfellas

• Watch: Rolex Day-Date
• Actor: Ray Liotta as Henry Hill
• Significance: Liotta’s character, a gangster, wears a Rolex reflecting his success and status.

8) 1992: Glengarry Glen Ross

• Watch: Rolex Day-Date “President”
• Actor: Alec Baldwin as Blake
• Significance: Baldwin’s character uses his Rolex as a symbol of success and authority.

9) 1995: Heat

• Watch: Rolex Oyster Perpetual Day-Date
• Actor: Al Pacino as Lt. Vincent Hanna
• Significance: Hanna’s character, an intense LAPD officer, wears this watch.

10) 1995: Casino

• Watch: Rolex Day-Date
• Actor: Robert De Niro as Sam ‘Ace’ Rothstein
• Significance: De Niro’s character, a casino boss, wears a Rolex Day-Date.

11) 1997: Titanic

• Watch: Rolex Submariner
• Actor: Bill Paxton as Brock Lovett
• Significance: Paxton’s character, an undersea explorer, wears a Rolex Submariner.

12) 2000: American Psycho

• Watch: Rolex Datejust
• Actor: Christian Bale as Patrick Bateman
• Significance: Bateman’s high-powered, Wall Street persona includes a Rolex Datejust.

13) 2001: Training Day

• Watch: Rolex Oyster Perpetual Day-Date
• Actor: Denzel Washington as Alonzo Harris
• Significance: Washington’s character, a corrupt cop, wears a Rolex as a symbol of power.

14) 2008: The Dark Knight

• Watch: Rolex Submariner
• Actor: Christian Bale as Bruce Wayne
• Significance: Bale’s character, a billionaire vigilante, wears a Rolex Submariner.

15) 2010: Wall Street: Money Never Sleeps

• Watch: Rolex Datejust
• Actor: Michael Douglas as Gordon Gekko
• Significance: Douglas’ character, a financial tycoon, is seen wearing a Rolex.

16) 2013: The Wolf of Wall Street

• Watch: Rolex Datejust 36
• Actor: Matthew McConaughey as Mark Hanna
• Significance: The watch reflects the wealth and extravagance of Hanna’s character.

17) 2013: The Great Gatsby

• Watch: Rolex Oyster Perpetual
• Actor: Tobey Maguire as Nick Carraway
• Significance: Carraway’s character is depicted wearing a Rolex, symbolizing status.

18) 2015: The Man from U.N.C.L.E.

• Watch: Rolex Submariner
• Actor: Henry Cavill as Napoleon Solo
• Significance: Cavill’s character, a suave spy, wears a Rolex Submariner.

19) 2016: Money Monster

• Watch: Rolex Submariner
• Actor: George Clooney as Lee Gates
• Significance: Gates, a TV personality, wears this watch as a symbol of his affluent lifestyle.

20) 2019: Ford v Ferrari

• Watch: Rolex Daytona
• Actor: Matt Damon as Carroll Shelby
• Significance: Damon’s character, a legendary car designer, wears a Rolex Daytona.

21) 2021: No Time to Die

• Watch: Rolex Submariner (Vintage Reference)
• Actor: Daniel Craig as James Bond
• Significance: The film pays homage to Bond’s legacy by featuring a vintage Rolex Submariner.

17 STRATEGIC SPONSORSHIPS – that contributed to the brand’s global positioning as a leader in the elitist sports sector & not only.

• 1) 1927 – SPORTS: Sponsorship of Mercedes Gleitze’s swim across the English Channel, marking Rolex’s association with endurance and exploration.
• 2) 1953 – SPORTS: Introduction of the Rolex Submariner, marketed through sponsorship of diving expeditions and underwater research.
• 3) 1954 – SPORTS: Sponsorship of the first ascent of K2, the world’s second-highest mountain.
• 4) 1956 – LEADERSHIP: Launch of the Rolex Oyster Perpetual Day-Date, becoming popular among world leaders and celebrities.
• 5) 1960 – SPORTS: Sponsorship of Jacques Piccard and Don Walsh’s descent to the Mariana Trench in the bathyscaphe Trieste, showcasing Rolex’s deep-sea capabilities.

1970s-1980s: Sports and Culture

• 6) 1978 – SPORTS: Official timekeeper of Wimbledon, marking a long-standing relationship with tennis.
• 7) 1985 – SPORTS: Official timekeeper of the US Open, further solidifying its presence in tennis.
• 8) 1988 – WELLBEING: Launch of the Rolex Awards for Enterprise, recognizing individuals who work to improve human knowledge and well-being.

1990s: Expansion into Sailing

• 9) 1992 – SPORTS: Title sponsor of the Rolex Sydney Hobart Yacht Race, a major event in the sailing calendar.
• 10) 1997 – SPORTS: Sponsorship of the Rolex Fastnet Race, another prestigious sailing competition.

21st Century – 2000s: Continued Growth in Sports and the Arts

• 11) 2001 – ARTS: Founding of the Rolex Mentor and Protégé Arts Initiative, supporting emerging artists.
• 12) 2002 – SPORTS : Official partner and timekeeper of the Formula 1 World Championship, enhancing its presence in motorsports.
• 13) 2013 – SPORTS: Sponsorship of The Open Championship (British Open) in golf, becoming the official timekeeper.
• 14) 2014 – ARTS: Rolex extends its partnership with the Oscars (Academy Awards), becoming the exclusive watch of the ceremony.

2020s: Embracing Sustainability and Continued Sponsorship

• 15) 2020: Sponsorship of the “Perpetual Planet” campaign with National Geographic, focusing on environmental conservation.
• 16) 2021: Continued sponsorship of prestigious events like Wimbledon, The Open Championship, and major yachting races.
• 17) 2022: Partnering with the COP26 conference to highlight sustainability efforts.

60 STRATEGIC BRAND AMBASSADORS – that contributed to the brand’s global positioning as a leader in the elitist sports sector & not only.

TENNIS:

1. Roger Federer
2. Dominic Thiem
3. Stefanos Tsitsipas
4. Caroline Wozniacki
5. Garbiñe Muguruza
6. Juan Martín del Potro
7. Angelique Kerber
8. Jo-Wilfried Tsonga
9. Ana Ivanovic
10. Justine Henin
11. Björn Borg
12. Chris Evert: Former world No. 1 women’s tennis player.
13. Milos Raonic

GOLF:

1. Tiger Woods
2. Phil Mickelson
3. Brooks Koepka
4. Jordan Spieth
5. Rickie Fowler
6. Jack Nicklaus
7. Arnold Palmer
8. Gary Player
9. Tom Watson
10. Annika Sörenstam
11. Lexi Thompson
12. Adam Scott
13. Justin Thomas
14. Jason Day
15. Francesco Molinari

MOTORSPORT & FORMULA 1:

1. Michael Schumacher: Legendary Formula 1 driver.
2. George Russell: Formula 1 driver.
3. Sir Jackie Stewart
4. Nico Rosberg
5. Tom Kristensen
6. Mark Webber
7. Jenson Button
8. Derek Bell
9. Sir Malcolm Campbell
10. Sir Stirling Moss

SAILING:

1. Sir Ben Ainslie
2. Paul Cayard
3. Bernard Moitessier
4. Franck Cammas
5. Gilles Martin-Raget

EXPLORATION & ADVENTURE:

1. Sylvia Earle
2. Ed Viesturs
3. Reinhold Messner
4. Jean-Louis Étienne
5. David Doubilet
6. Cameron Carpenter

ARTS & CINEMA:

1. Martin Scorsese
2. James Cameron
3. Michael Bublé
4. Plácido Domingo
5. Dame Kiri Te Kanawa
6. Gustavo Dudamel
7. Yuja Wang
8. Jon Batiste
9. Tom Hanks: Acclaimed actor.
10. Patti Smith: Iconic musician and artist.

In conclusion – building a global brand is more than a journey built on perseverance & continuous innovation it includes vast areas that build a solid presence for the brand on the global scale:

1. CINEMA & HOLLYWOOD => Enhances the brand’s awareness in the collective consciousness securing a public presence that reaches an international audience, through pop culture & archetypical roles that reinforce elegance/ power/ status/ precision.
2. CONTINUOUS INNOVATION => Serves the brand’s mission to keep being a road opener, a pioneer, leading the race of exploration for the most ambitious ones.
3. STRATEGIC SPONSORSHIPS => Serves the brand’s objective to stay among its core audience, among those leading the way through performance & pioneering new ways of achievement, while leveraging the benefit of value/trust transfer in the process. The same goes with the strategic association with Champions leading the world of sports.

Rolex is more than a brand, is an entire philosophy of performance and an ecosystem of driven explorers & innovators.

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