AgLA06 said:
zgolfz85 said:
Rolex don't play. I respect the hell out of that. If you're the leader in your space, especially a luxury space…defend your standing at all costs.
This is what I find interesting. They historically haven't been the low production / scarce luxury option. There's plenty of established brands that have gone that route.
They were the sporty luxury / iconic brand for having made it. Or had some success. Something the average middle class white collar guy could aspire to achieve. What's the point of sponsoring every high brow sporting league / event if the average person that can afford to buy your product, can't?
One could argue they've lost their identity. Their marketing and design isn't matching their operational strategy.
To be fair I don't think this is something Rolex planned.
They are trying to combat it by (1) raising retail prices, (2) allowing ADs to get into secondary market, (3) expanding production.
Before social media you could see an advertisement in a magazine or see some mediocre photos on the Rolex website.
But now people with awesome camera work and amazing macro shots can really bring watches to life and create desirability.