Over a decade ago, I had put down my thoughts and ideas on the Rolex brand at my aged parents’ place in Goa, but lost them to termites. I have now recreated the entire brand strategy and the communication ideas from memory and I think much of what I wrote then is still relevant. Except for the smartwatch challenge that is relatively recent, and one that Rolex needs to consider seriously.
My brand strategy for Rolex is centred around making Rolex, the current market leader in Swiss luxury wristwatches, the leader of the entire Swiss wristwatch industry in terms of product excellence and innovation, as well as in design and functionality. I think this is best achieved by connecting Rolex directly with Switzerland and Geneva, its home, as well as by focusing on product innovations. You may read the Rolex brand strategy and communication ideas in the document below.
While the scripts for the TV advertising and the copy for the print campaign for Rolex are in the document above, I have attempted to design layouts for the print campaign, which you can see and read in the document below. I must clarify that I am not an art director or designer, though, even if I have created these with the help of the Canva App.
The strategy and ideas document contains the main brand strategy for Rolex, and also discusses other communication disciplines besides advertising, such as direct marketing and PR as well as social causes that Rolex ought to promote, in order to sustain market leadership and achieve industry leadership globally.
Here’s hoping Rolex will lead the way in helping the world keep good time, now and in the future.
Note: The stock images used in the print campaign are from Unsplash and the Rolex logo is from Wikipedia, as Brands of the World website did not have a Rolex logo in colour that I could use. I am thankful to them.
Peripatetic Perch 