Rolex Watch - A Crown for Every Achievement - Essay Example

Product: Rolex Watch

Purchasing a wristwatch can be a fairly important task that requires careful considerations of all the features available. A watch model can say a lot about a person and Rolex watches say you are sophisticated. The luxurious features incorporated in these watches represent a very successful life that every consumer want to be associated with. There is a large collection of Rolex watches to fit any occasion. Time is of the essence and it is therefore important to own a watch and not just a watch but a Rolex watch. Rolex watches have very beautiful designs and therefore work very well as stylish accessories.

There are various collection of Rolex wrist watches that are suitable for fields such as sports and even executive. In sports, there are specific models that suit popular sports like mountain climbing and deep sea diving. Ceramic bezel is mainly used to make these watches because it is a favorable material to be used outdoors. This material is very resilient to scratches and it is not affected by sun’s rays. This makes the perfect material to manufacture professional wrist watches used in sports. Rolex sports models include sea-dweller, GMT Master II, submariner, yacht-master, sky-dweller, Daytona among many others.

The executive wrist watch collection is usually made up of materials like stainless steel, gold, platinum, rolesor, which is a combination of steel and gold, cerachrom, and precious stones. The materials are carefully selected to ensure that the watches perform impeccably and continue to have an enduring beauty even under extreme conditions. Acquiring this materials can be quite expensive especially due to their durability, performance and impeccable aesthetics. There are special features that are incorporated in Rolex watches and they include quartz and automatic movements and waterproof cases.

Rolex watches are branded as very luxurious and sophisticated commodities that any consumer who would wish to be associated with a successful lifestyle makes a point to own them. There are many wrist watches in the market but Rolex stands out due to its sophisticated design that has class and elegance yet it is immaculately functional.

There are official limited Rolex stores that deal with maintaining and selling of Rolex watch. The limited accessibility of products is a strategy to ensure exclusive setting of prices. A customer can easily access a Rolex dealer in the location by searching on a certified Rolex website. Retailers are located across the globe in various cities of various countries. The worldwide network of official Rolex retailers is maintained to ensure that customers are not sold any counterfeit products (Rahman, 2011). In order to ensure that the Rolex watch you want to purchase is original, it is paramount that you only buy in an official Rolex retailer which are listed in the website.

The Rolex dealers have experts who provide customers with guidance on purchase based on their preferences. In addition they also advice the customers on the care of a Rolex watch. In case of any maintenance or repair, the same dealers have experts who can provide quality and original spare parts as well as repair a Rolex watch accurately.

Rolex watches are manufactured very elegantly and the sophisticated designs are always coveted by many. The quality of the brand markets itself and the use of sales force is not necessary. The greatest mistake that many companies do is that they do not use time and resources to cultivate their brand. Rolex believes this is a very crucial strategy and therefore embarks to create an outstanding reputation and status that makes every customer wish to have these product. Cementing a brand’s status requires constant innovations. As a result, Rolex never stops to come up with new exceptional features every time.

A Rolex watch is a very valuable item to own. It is known by many as a symbol of success, luxury and sophistication (Adams, 2014). Rolex has the most diverse client base globally that ranges from the billionaires to average small business owners. Various models are created to meet the needs of all the clients and prices differ depending on the materials used in manufacturing the watch, the design and the features incorporated. Rolex watch models range from basic stainless steel models that cost below $10,000 to diamond bezels that cost more than $50,000 (Shapira, 2014).

The most affordable Rolex watches include Oyster perpetual ($5,400), Rolex explorer ($6,550), Rolex Datejust II ($9,100), Rolex Submariner ($7,500) and Rolex Milgauss ($7,650) (WatchTime, 2017). There are also very luxurious and expensive models that are manufactured to suit the preference of the elite people in the society. One of the most expensive Rolex watch model is the 1942 Rolex Chronograph which is priced at $1.16 million. There is also the Eric Clapton’s 1971 Rolex Daytona that costs $505,000. The diverse client base gives Rolex watch a competitive advantage over other wrist watch manufactures in the industry. Rolex prices their products as they see appropriate without dwelling on how the competitors price their own products.

Rolex should be able to innovate great models which are advanced in terms of precision, consistency, design and comfort. This means introduction of new features that are more refined. It also involves the use of better quality of materials. All these improvements will translate to a new model that costs a little more than a previous model. This slight increase in price is indiscernible considering the new features incorporated in a new model (Bredan, 2014). Therefore the company makes profits as the customer remains satisfied with the product. Rolex has strict pricing policy rules and dealers are not allowed to offer any discounts on the products.

Rolex watches are promoted mainly through video advertisements which air online. The advertisements created are usually meant to entice customers and make them believe that they are buying into a legacy. Rolex watch advertisements normally feature very influential people in the society. Very famous people in sports and entertainment industries are usually the main face of the Rolex brand. For instance, Roger Federer, who is famously known for playing professional tennis, has been featured in Rolex watch advertisements to relate to potential clients in sports. Proper time management is essential in sports and there are Rolex watch models that are suitable to be won during various sporting activities like horse riding, golf, tennis and even sports car racing. The video advertisement features an outdoor sporting activity where there are extreme conditions like sun rays, dust and sweat. Such an advertisement promotes a Rolex watch model that is water proof and does not get damaged by dust or UV rays.

There is consistency in how Rolex presents its video advertisement. They mainly portray wealth and successful lives. They sell the idea that a Rolex purchase is a compensation for a successful life. The prestigious lifestyle portrayed in most advertisement relays a message of success which everyone want to be associated with. Rolex focuses their advertisements on events that normally attract people who are likely to purchase their products. Yachting events, golf tournaments and sports car racing are some of the events that are perfect for Rolex advertising. This is because individuals that attend such events can afford to purchase the luxurious watches. In addition, Rolex also takes part in sponsoring high class events like Ryder Cup and Wimbledon since this is where their targeted high-ranked customer base are found. The mainstream advertising like radio advertisement and national television are commonly used by other wrist watch manufacturers. These companies also focus on large sporting events like Super Bowl. However, Rolex does not use such kind of advertisement because it does not reach the intended demographic.

A simple image of a crown is used for branding Rolex Watches. This is a simple and elegant brand image that depicts sophistication. In addition, a crown is a symbol of prestige and perfectionism. The main slogan for Rolex watches is “A Crown for Every Achievement”. This is in line with the brand image to sell the idea that buying a Rolex watch is reward for a successful life. Rolex uses simple tag lines like “Live for Greatness” in video advertisement to instill confidence in their customers that the Rolex brand is a symbol of success. Such tag lines also emphasize the notion that a purchase of a Rolex watch is a sign of a successful life.