Positioning of Rolex

Rolex is regarded as the most distinguished brand in high end watches. Set up by Hans Wilsdorf and W Davis in the year 1905, this brand was earlier known by the name Wilsdorf and Davis. In the year 1908, the name was re christened as Rolex. The company has stood the tests of time because of the quality watches it has made over the years. During the period when Rolex introduced wristwatches, the pocket watches were more popular. However, it was the farsightedness of the founders that the pocket watches would be eventually replaced by the wristwatches.

Positioning of Rolex: Rolex positioned itself by creating value for its customers. Rolex strategically lived up to its brand image. The uniqueness of all Rolex watch set apart from rest of the crowd. There are 10 golden rules for creating a Rolex watch. Those are Waterproof case, Perpetual rotor, the case back, the Oyster case, the winding crown, the finest and purest materials, quality control, Rolex self-winding movement, testing from the independent control officials Suisse des Chronometers, Roles Testing. This is how Rolex create value for every of their watches. To create value for its customers, among many brand developing strategy, Rolex does not allow it watches to be sold in virtual world. This is called ‘no to second life’.

Rolex also positioned the brand from in different levels such as brand benefits and brand personality. Rolex have successfully positioned on the brand benefits through its water case resistant watches which could withstand at a depth of up to 100m. Brands express a personality and would definitely attract people whose desired or actual self-image aligns with the brand image. Rolex conveys a personality message to its consumers. The main message conveyed to consumers is that Rolex purchasers are wealthy, attractive, active, and live interesting lives. Thus, the brand attracts people of that class.

As segmentation Rolex focused primarily on the wealthy customers who seek prestige and esteem in watch. Rolex is a watch for masters of life and everybody know about it and those who may at any time purchase any creation of Rolex wizards, and those who are just dreaming about their first Rolex. Rolex is synonymous with wealth, success and influence. Rolex designers are well aware of their target audience and try to fully satisfy all the desires of fans of the brand, as Rolex watch fans want to announce to the world their status and wealth.