Innovations

Among the company's innovations are:

The first waterproof wristwatch "Oyster", 1923
The first wristwatch with an automatically changing date on the dial (Rolex Datejust
ref.4467, 1945)
The first wristwatch with an automatically changing day and date on the dial (Rolex Day-
Date)
The first wristwatch case waterproof to 100 m (330 ft) (Rolex Oyster Perpetual Submariner
ref.6204, 1953)
The first wristwatch to show two time zones at once (Rolex GMT Master ref.6542 , 1954)
The first watchmaker to earn chronometer certification for a wristwatch

Automatic movements

The first self-winding Rolex wristwatch was offered to the public in 1931 (so-called
the "bubbleback" due to the large caseback), preceded to the market by Harwood which
patented the design in 1923 and produced the first self-winding watch in 1928, powered by an
internal mechanism that used the movement of the wearer's arm. This not only made watch-
winding unnecessary, but kept the power from the mainspring more consistent resulting in
more reliable time keeping.

Quartz movements

Rolex participated in the development of the original quartz watch movements.

Although Rolex has made very few quartz models for its Oyster line, the company's
engineers were instrumental in design and implementation of the technology during the late
1960s and early 1970s. In 1968, Rolex collaborated with a consortium of 16 Swiss watch
manufacturers to develop the Beta 21 quartz movement used in their Rolex Quartz Date
5100. Within about five years of research, design, and development, Rolex created the "clean-
slate" 5035/5055 movement that would eventually power the Rolex Oysterquartz.

Water-resistant cases

Rolex was also the first watch company to create a water resistant wristwatch that
could withstand pressure up to 100 m (330 ft). Wilsdorf even had a specially made Rolex
watch attached to the side of the (the watch was called the "DeepSea")Trieste bathyscaphe,
which went to the bottom of the Mariana Trench. The watch survived and tested as having
kept perfect time during its descent and ascent. This was confirmed by a telegram sent to
Rolex the following day saying "Am happy to confirm that even at 11,000 metres your watch
is as precise as on the surface. Best regards, Jacques Piccard".

Collections

Rolex produced specific models suitable for the extremes of deep-sea diving,
mountain climbing and aviation. Early sports models included the Rolex Submariner and the
Rolex Oyster Perpetual Date Sea Dweller. The latter watch has a helium release valve, co-
invented with Swiss watchmaker Doxa, to release helium gas build-up during decompression.
The Explorer and Explorer II were developed specifically for explorers who would navigate
rough terrain, such as the world famous Mount Everest expeditions. Another iconic model is
the Rolex GMT Master, which was originally developed in 1954 at the request of Pan Am
Airways to assist its pilots with the problem of crossing multiple time zones when on
transcontinental flights (GMT standing for Greenwich Mean Time).
Certified chronometers
Rolex is the largest manufacturer of Swiss made certified chronometers. In 2005 more than
half the annual production of COSC certified watches were Rolexes.[15] To date, Rolex still
holds the record for the most certified chronometer movements in the category of
wristwatches.

Ceramic bezels

The company is now starting to introduce ceramic bezels across the range of
professional sports watches. They are available on the Submariner, Sea Dweller-Deepsea,
GMT Master II and Daytona models. The ceramic bezel is not influenced by UV-light and is
very scratch resistant.

Rolex has three watch lines: Oyster Perpetual, Professional and Cellini (the Cellini line is
Rolex's line of 'dressy' watches) and the primary bracelets for the Oyster line are named
Jubilee, Oyster and President.

Rolex has the credit of developing the first waterproof watch known by the name
Oyster.

Datejust was the first watch manufactured by Rolex to have auto dating facility or
automatic date.

The first watch meant for divers and which was water resistant to a depth of 100
meters was also developed by Rolex. This watch was known by the name
Submariner.

Modern models

Air-King
Date
Datejust
Datejust II
Datejust Turn-O-Graph
Lady Datejust Pearlmaster
Daytona
Paul Newman Daytona
Day-Date
Day-Date II
Day-Date Oyster Perpetual
Explorer
Explorer II
GMT Master II
Masterpiece
Milgauss
 Oysterquartz
Sea Dweller
Sea Dweller DeepSea
Submariner
Yacht-Master
Yacht-Master II

Cellini models

Quartz Ladies
Quartz Mens
Cellinium
Cestello Ladies
Cestello Mens
Danaos Mens
Prince

Tudor

Rolex sells less expensive watches under the Tudor brand name, which was introduced by
Rolex founder Hans Wilsdorf in 1946. Tudor is actively marketed and sold in most countries
around the world including Australia, Canada, most of Europe, India, Mexico, and in South
Asia, the Middle East, South Africa and most countries in South America (Brazil, Argentina
and Venezuela in particular). Sales of the Tudor line were discontinued in the United States in
2004
A brand building strategyNo to Second Life
As a part of its brand development strategy, Rolex does not allow the sale of its watches in
the virtual world. There are several instances of counterfeiting goods and in no way Rolex
wants to lose its reputation of making world class, reliable, quality watches. Rolex fears that
if the watches are sold in second life, there may be duplications and this might in turn lead to
customer confusion and dissatisfaction.

Rolex has always encouraged a personal relationship with the client as

this endorses its actual brand image. The company does not allow the
sales at poor locations like small showrooms and not even on the internet.
Instead, the brand is available only at selected retail showrooms, thus
avoiding the chances of counterfeit watches.

Different Marketing Strategies:

The two main elements of Rolex strategy are tradition and conservatism which means that it
has the same product and same communication strategy for decades. The communication
strategy is unique that complements the differentiation constituent of its products that has
enabled the company to maintain its competitive edge in the wristwatch industry. When the
brand started growing in popularity, it kept nurturing itself and added celebrity endorsement
so that the customers can develop an association with the brand.

One interesting fact about Rolex strategy is that it has created a 'mystery' element around its
brand which has been an appealing feature for the customers. It has been considered as a
male watch for a long period and it has started to penetrate slowly into the female wristwatch
market. The backward vertical integration is done by the company so that future supply can
be secured and there is less competition within the industry. From the study of Rolex
advertisements and marketing activities such as sponsorship of events, it is evident that its
marketing strategy is truly a sponsorship and celebrity endorsement strategy.

There are two distinctive categories of advertisement done by Rolex i.e. celebrity
endorsements and pure product campaigns. The most commonly used medium of
advertisements is publishing ads in newspapers and magazines, running Television
Commercials and displaying billboards. However, celebrity endorsement is done at a wider
level as it helps in developing a luxury brand image. The impact of celebrity endorsement on
the customers is that people buy Rolex because it allows the user to experience the sensation
of being a celebrity and wearing the watch enhances the personality of the person as it makes
a person stand out from the crowd.

The endorsements by celebrity also helps in getting trust of the customers as they believe that
any endorsement done by a well-known personality emphasizes that the product or service is
genuine and it is worth giving so much money. Most people buy luxury goods so that they
can have some similarity with their favorite personalities; hence, Rolex is using this strategy
to capture its customers and has been successful in increasing its market share at a faster
pace.

Rolex is all about:

1. Introducing the ever new series of luxury watches that someone can ever dream of.

2. Keeping the demand and trend of modern age where people have everything in cell
phones, introducing wristwatches that can compensate something luxury in the hand like; cell
phone, ring etc.

3. Showing it as a Sign of standard.

4. Targeting the games and sports that can give Rolex target sales.

5. Sponsoring such major events that have ability to attract potential market.

6. Giving ads billboards and getting exposure through multimedia, online banners, social
media, and website and celebrities events.

Believe on Innovation

Rolex from the very beginning introduced its product with innovations.

1. That was the company who introduced the waterproof watch that can work even in the
depth of 330 feet down in water.

2. Showing two time zones at the same time and on the same watch.

3. It was the period in 1900s when most of contemporary company watches require to update
the time and date manually but Rolex made difference and introduce watches that require
no updating of time and date but working automatically.

4. It was Rolex who got chronometer Certificate at that time for its unique product.

Consistency of Products Standard

Rolex aims at providing the quality watches that were much more famous among the 1st
class people in the society. Rolex from the very beginning is trying best to create loyalty
among customers for its products. To exist in the market company is trying to invent new
trends in the market of watches to make the business successful in a long run.
Conclusion

Rolex is a luxury brand that can be bought by only selected group of people; the company has
clarity about its target market and has designed its marketing strategy in accordance with the
market requirements. The current marketing strategy used by Rolex comprises of celebrity
endorsement and sponsoring of events. Majority of the advertisements are placed in
magazines and newspapers of elite class so that they can be informed about the watches.
When new watch is introduced by the company, advertisements are run on Television so that
awareness about the product can be created.

Rolex has created distinctive image in the market by portraying itself as the
luxurious brand that is worn by celebrities. Everyone who wants to develop an
association with any of the favorite personalities is buying and using Rolex
watches. Hence, the marketing strategy used by Rolex has helped it in achieving
its set goals of marketing strategy and it has positioned itself distinctively from
its competitors.