{"id":25710,"date":"2018-04-16T08:16:54","date_gmt":"2018-04-16T08:16:54","guid":{"rendered":"https:\/\/www.horbiter.com\/rolex-obsession-with-communication\/"},"modified":"2021-12-01T08:40:11","modified_gmt":"2021-12-01T08:40:11","slug":"rolex-obsession-with-communication","status":"publish","type":"post","link":"https:\/\/www.horbiter.com\/en\/rolex-obsession-with-communication\/","title":{"rendered":"Rolex and their obsession with Communication"},"content":{"rendered":"<p style=\"text-align: justify;\" align=\"JUSTIFY\">We\u2019ve already described in a previous article: one doesn\u2019t just become a leader by accident\u2026even less so when you\u2019re talking about luxury watches.<\/p>\n<p style=\"text-align: justify;\" align=\"JUSTIFY\">And a fashion is defined as transient because it only lasts a very brief time, connected as it is to a particular cultural or social phenomenon that inevitably vanishes and is inexorably forgotten. The world and the history of luxury watches is full of such fleeting phenomena, objects that were perfect for that one special moment in time but that were not capable of regenerating themselves<span style=\"color: #ff0000;\">. <\/span>Such is not the case with <strong>Rolex<\/strong>, and this is of course obvious given the love that exists for the brand (in Italy it\u2019s a must), just look at the brand awareness of the crown trademark and its position at number 57 in the prestigious 2012 Forbes list of luxury brands, just behind the top drawer <em><strong>Louis Vuitton<\/strong><\/em> and <strong><em>Coach<\/em><\/strong>, first (and only) manufacturers of luxury watches (http:\/\/www.forbes.com\/powerful-brands)<span style=\"color: #000000;\">.<\/span><\/p>\n<p lang=\"en-US\" style=\"text-align: justify;\" align=\"JUSTIFY\">I won\u2019t get into the methods used by Forbes but as an aficionado, and according to the communication strategy used by Rolex for the last 100 years, I will try to provide what I believe to be the basic elements of such success.<\/p>\n<p style=\"text-align: justify;\" align=\"JUSTIFY\">The <b>product<\/b>: Ever since it launched its first <strong>Oyster<\/strong> case, <strong>Rolex<\/strong> has always emphasized \u201c<em>reliability<\/em>\u201d, not just technical but applicable to every aspect of the product<span style=\"color: #ff0000;\">. <\/span>The word \u201creliability\u201d in Rolex has many facets: perfect operation at 200 meters below sea level and an irreplaceable calling card during any important business meeting or elegant cocktail hour. Simple in design, without any useless contraptions or super technical complications, almost always with a steel wrist band appropriate to its dual use and immediately recognizable.<\/p>\n<div id='gallery-1' class='gallery galleryid-25710 gallery-columns-4 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1968-Rolex-Submariner-ad.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1968-Rolex-Submariner-ad-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1968-Rolex-Submariner-ad-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1968-Rolex-Submariner-ad-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/lg_rolex1968.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/lg_rolex1968-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/lg_rolex1968-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/lg_rolex1968-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Racing-Rolex-Submariner_red.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Racing-Rolex-Submariner_red-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Racing-Rolex-Submariner_red-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Racing-Rolex-Submariner_red-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Rolex-Deepstar-1968_red.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Rolex-Deepstar-1968_red-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Rolex-Deepstar-1968_red-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Rolex-Deepstar-1968_red-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p style=\"text-align: justify;\">The<b> ambassadors<\/b>: Rolex was the first maison to understand the importance of endorsements by famous personages in publicizing its brand: And it chose its spokespersons with great care<span style=\"color: #000000;\">: <em>Robert Redford, Steve McQueen, Alain Delon, Paul Newman<\/em> to cite just a few.<\/span><\/p>\n<div id='gallery-2' class='gallery galleryid-25710 gallery-columns-4 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1966-Rolex-Submariner-Ad.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1966-Rolex-Submariner-Ad-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1966-Rolex-Submariner-Ad-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/1966-Rolex-Submariner-Ad-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Paul-Newman_mod.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Paul-Newman_mod-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Paul-Newman_mod-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Paul-Newman_mod-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Robert-Redford_mod.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Robert-Redford_mod-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Robert-Redford_mod-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Robert-Redford_mod-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Steve-McQueen-Rolex-Submariner_mod.jpeg'><img width=\"150\" height=\"150\" src=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Steve-McQueen-Rolex-Submariner_mod-150x150.jpeg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" srcset=\"https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Steve-McQueen-Rolex-Submariner_mod-150x150.jpeg 150w, https:\/\/www.horbiter.com\/wp-content\/uploads\/2018\/04\/Steve-McQueen-Rolex-Submariner_mod-480x480.jpeg 480w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" loading=\"lazy\" decoding=\"async\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p style=\"text-align: justify;\">On the wrist of politicians, philanthropists, artists and men of culture: Rolex is not just a luxury watch, it has now been elevated, as obvious from the ad campaign launched in 2013, to the level of \u201cculture of luxury\u201d.<\/p>\n<p style=\"text-align: center;\" align=\"CENTER\"><a href=\"https:\/\/www.horbiter.com\/media\/uploads\/2013\/11\/large_1024x.jpg\" rel=\"prettyPhoto\"><img decoding=\"async\" style=\"width: 100%; height: auto;\" src=\"https:\/\/www.horbiter.com\/media\/uploads\/2013\/11\/large_1024x.jpg\" alt=\"large_1024x\"><\/a><\/p>\n<p style=\"text-align: justify;\">You don\u2019t buy a <strong>Rolex<\/strong> (modern or vintage) just for its excellent features and design, but because you are, or want to be, part of an <em><strong>elite<\/strong><\/em>, be it in the field of <strong>sports, politics, culture<\/strong> or the <strong>arts<\/strong><span style=\"color: #ff0000;\">. <\/span>And if we want to talk about its most recent ambassadors\u2026 it seems that <strong>Rolex<\/strong> is the only brand that was chosen by Roger Federer, rather than the other way around<span style=\"color: #000000;\">!<\/span><\/p>\n<p lang=\"en-US\" style=\"text-align: justify;\"><a href=\"https:\/\/www.horbiter.com\/media\/uploads\/2013\/09\/Rolex-Federer-2007-Rolex-Ad.jpg\" rel=\"prettyPhoto\"><img decoding=\"async\" class=\"aligncenter\" style=\"width: 100%; height: auto;\" src=\"https:\/\/www.horbiter.com\/media\/uploads\/2013\/09\/Rolex-Federer-2007-Rolex-Ad.jpg\" alt=\"Rolex-Federer-2007-Rolex-Ad\"><\/a> Finally, the <strong>product<\/strong> <strong>Rolex<\/strong> symbolizes a true coherence between a <strong>declared primacy<\/strong> and a <strong>tested excellence<\/strong>:<\/p>\n<ul style=\"text-align: justify;\">\n<li>\n<p lang=\"en-US\"><strong>904L<\/strong> steel \u2013 the best steel available<\/p>\n<\/li>\n<li>\n<p lang=\"en-US\"><strong>Cerachrom<\/strong> ring \u2013 obliging everyone else to follow suit<\/p>\n<\/li>\n<li>\n<p lang=\"en-US\">Exceptional <strong>Waterproofness<\/strong> \u2013 the only maison to have succeded in making a watch that works correctly at a depth of 12,000 metres<\/p>\n<\/li>\n<li><strong>Blue Parachrom<\/strong> hairspring<\/li>\n<\/ul>\n<p>And we could go on\u2026<\/p>\n<p lang=\"en-US\" style=\"text-align: justify;\">(Photo: Google; Rolex Press)<\/p>\n<p lang=\"en-US\" style=\"text-align: right;\">\u00a0Gaetano C. @Horbiter\u00ae<\/p>\n<p lang=\"en-US\" style=\"text-align: right;\"><a href=\"https:\/\/twitter.com\/GaetanoCimmino\"><strong>@Gaetano Cimmino<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve already described in a previous article: one doesn\u2019t just become a leader by accident\u2026even less so when you\u2019re talking about luxury watches. And a fashion is defined as transient because it only lasts a very brief time, connected as it is to a particular cultural or social phenomenon that inevitably vanishes and is inexorably [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/www.horbiter.com\/en\/rolex-obsession-with-communication\/\">Read More&#8230;<span class=\"screen-reader-text\"> from Rolex and their obsession with Communication<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":13273,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[542],"tags":[],"class_list":["post-25710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rolex"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rolex and their obsession with Communication<\/title>\n<meta name=\"description\" content=\"Rolex - Obsession with Communication\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.horbiter.com\/en\/rolex-obsession-with-communication\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rolex\" \/>\n<meta property=\"og:description\" content=\"Rolex - Obsession with Communication\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.horbiter.com\/en\/rolex-obsession-with-communication\/\" \/>\n<meta property=\"og:site_name\" content=\"Horbiter \u00e8 il magazine italiano sugli orologi di lusso. 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