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Rolex has a lot of history.
Its watches and timepieces have been worn by the most influential icons in the world. Its been a constant companion of world leaders, celebrities and influencers. So, it’s always been associated with status and prestige.
But how has the luxury brand maintained its place at the top, for more than a hundred years? In part, through highlighting its history and posting premium content.
1. Posts Impressive Visuals to Highlight Its Aesthetic and Quality
You don't need to see a Rolex up close to know that it looks impressive.
The brand’s images and videos perfectly capture the aesthetic and quality of a Rolex watch.
Rolex knows this too, which is why its Youtube videos about its latest Oyster and Cellinni collections, feature the watch alone. There's no copy and no explanation as to why viewers need to buy the product. Why? Because Rolex doesn't need to words to explain why their timepieces are special.
Their commitment to quality visuals remain consistent on their website. A quick look at the Rolex site features stunning images of the brand’s classic timepieces.
2. Celebrated the World's Greatest Rolex Wearers
What makes a Rolex so special?
The brand reinforced the notion that its watches have a compelling history.
In its print ad found in the New Yorker, it featured images of 10 influential people: Tiger Woods, Roger Federer, Marlon Brando, Robert DeNiro, Pablo Picasso, Martin Luther King, Elvis Presley, Dwight Eisenhower and Sir Jackie Stewart.
What do they all have in common?
Besides their achievements and fame, these figures have regularly worn Rolex.
The ad positions Rolex as a witness to the life of these icons. It's been a witness to the lives of luminaries, visionaries and champions, who moved nations. It’s been worn by key figures, when they created great actions.
A Rolex might not have influenced them to do what they did, but nevertheless it was a part of their history.
3. ”Celebrating Cinema" -- highlighted its iconic onscreen moments
Rolex is not only a witness to the lives of the world's greatest, but it's also a constant in cinematic history.
To prove this, Rolex showcased a 60-minute montage titled "Celebrating Cinema" in the 2017 Academy Awards. The clip showed Hollywood icons such as Marlin Brando, Al Pacino, Peter Sellers, Jim Carrey, Harrison Ford, Paul Newman and Dennis Hopper--wearing Rolex watches in their most memorable scenes.
What's striking is that these actors weren't sponsored or paid by the luxury brand. It's just that they coincidentally wore a Rolex in these dramatic moments.
The montage is a compelling reminder of the brand's heritage and its constant presence in cinematic history.
4. Creates Copy that Captures Its Brand Voice and Personality
The brand’s social media strategy is real proof that great copy counts. In fact, every post on its social media is accompanied by well thought out content.
Just the words alone are enough to prove that Rolex stands for premium quality.
5. Uses Social Listening to Determine What Consumers Want
Rolex mines brand mentions in social networks to determine the content that people want to see.
Last July, it scraped Facebook comments and found that consumers wanted to know more about the brand's distinctive features. As a result, it created a "Did You Know" series.
In one post, Rolex explained the Clockmaker's Four (i.e. the use of IIII instead of IV), which garnered 119,000 likes! This victory was a clear sign that their social listening strategy worked. In fact, the brand even scored the highest engagement rate in Facebook.
By listening to their consumers conversations, Rolex is able to create content that people want to see.
Here’s a recap of what we’ve learned from the brand’s success:
- Post Impressive Visuals
- Create Great Copy
- Highlight Heritage & History