Rolex is one of a few Swiss watch manufacturers that is known for its exclusivity and vivid history. At the beginning of early 20th century visionary Hans Wilsdorf was the first who dreamt of a wristband watch. Nowadays some people even think that watches are old fashioned and rather rely on their phones and other “high-tech” technology.
Rolex however was able to create its own culture with a unique customer base. Exclusivity and prestige pricing have remained a core strategy for the company.
Besides being an exclusive brand Rolex interestingly decided to sponsor the world of sports… but not any type of sports. The type of sport and certain events associated with it play an important role for Rolex advertising strategy. “The partnership of Rolex and tennis dates back to 1978 when Rolex became the `official timekeeper´ of the The Wimbledon Championships. This date marks the beginning of a privileged association between two partners driven by the same pursuit of excellence.” (http://www.rolex.com/en#/world-of-rolex/sports-and-culture/tennis). They also equip selected players with their watches. Especially Swiss tennis star Roger Federer who is considered as best player of all time is promoting Rolex through his reputation and elegance. A company as Rolex has to ensure that it keeps its product quality high and only sells selectively to its customers.