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For instance, in the movies James Bond wears a Rolex (Rolex, December 14, 2007); but so in real life did Pope John Paul II (Watchuseek Rolex Forum, November 16, 2006).
As Liebskind (Fall/Winter 2004) also explains, a key factor in Rolex's sustained success in high-end watch manufacturing is that it has always eschewed trends or fads in watch making in favor of careful but innovative craftsmanship and top quality (What makes Rolex tick?). In terms of the brand's independence, competitive edge and market share: Pilots captured as prisoners of war frequently had their
Over the past century, Rolex has built and defended a strong position in the high-end watch market. And it has remained independent even as many competitors have sought the shelter of conglomerates. Today, Rolex is the largest single luxury watch brand, with revenues of about $3 billion and annual production of between 650,000 and 800,000 watches. The secret to its success: a strategy that eschewed fashion and emphasized performance, brand purity, and continuity. (What makes Rolex tick?)
Rolex's 3 billion dollar annual profits (Liebskind) spring from the company's innovativeness without its ever having compromised reliability. For example
In 1945, Rolex introduced the Datejust model, the first chronometer with an automatic date changing mechanism. Eight years later came the Submariner, which was both water-resistant and pressure-resistant to a depth of 330 feet.
And Rolex continued to find even more dramatic opportunities to demonstrate its unique performance characteristics. Sir Edmund Hillary wore a Rolex when he climbed Mt. Everest in 1953. The watch became the key instrument to measure time at sporting events. (Liebeskind)
Rolexes confiscated, but when pilots wrote to the company describing their experiences, Rolex replaced the watches free of charge. American servicemen learned of Rolex while stationed in Europe, thus helping to open the lucrative
U.S. market to the company (Liebskind).
The Rolex Company has, by virtue of its sustained hard work over time, consistent creativity and innovation, and painstakingly superior quality and craftsmanship, reached the pinnacle of watch manufacturing success in the world today. The Rolex brand is recognized everywhere as a sign of watch manufacturing and wearing quality;, discernment and good taste. In fact, to say that someone wears a Rolex product is both a statement of fact and an acknowledgement of the person's implicit recognition of quality, tradition, and innovation all in one.
References
Liebskind, D. (Fall/Winter 2004). What makes Rolex tick? SternBusiness.
15 December 2007 http://www.stern.nyu.edu/Sternbusiness/fall_winter_2004 rolex.html
The 100 top brands. (August 6, 2007). Business Week. 15 December 2007. http://www.businessweek.com/pdfs/2007/0732_globalbrands.pdf.
Rolex." Wikipedia. 14 Dec 2007. 15 Dec 2007. http://en.wikipedia.org/wiki/Rolex.html.
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