Rolex Luxury Watches

Rahul Mishra 88

Kavita Prakash 98

Amit Ruparel 102

Shweta Nair 110

Flow of Presentation

IntroductionCompany’s InnovationWatch ModelsPotential Customers

CompetitorsProduct Life cycleBranding PODPOP

Introduction Rolex is a Swiss manufacturer of high-quality, luxury wristwatchesIt was founded by Hans Wilsdrof in 1905

Its headquarters are at Geneva, SwitzerlandThese watches are popularly known as status symbols

Contd…

• Business Week magazine ranks Rolex #71 on its 2007 annual list

•  It produces about 2,000 watches per day, generating revenues of around US$3 billion.

Company’s InnovationThe company’s innovations are:

• The first wristwatch with an automatically changing day and date on the dial (Rolex Day-Date).

• The first wristwatch case waterproof to 100 m (330 ft) (Rolex Oyster Perpetual Submariner, 1953).

Contd…

• The first wristwatch to show two time zones at once (Rolex GMT Master, 1954).

• The first watchmaker to earn chronometer certification for a wristwatch.

The World of Rolex

Swiss Made

Corporate Success Symbol

Luxury Market

Prestige SportsLuxury Adventure

Disposable Income

Watch Models      

Rolex has three watch lines: 

Oyster Perpetual 

Professional 

Cellini ( Rolex's line of 'dressy' watches)

The primary bracelets for the Oyster line :

Jubilee

Oyster 

President

Potential Customers

• Creamy customers looking for a high end luxury watch with a status symbol

• Worn by people of age 30 and above

Competitors

3 Leading Companies:Rolex Richemont Swatch group

• Rolex is having 36% of market share

• 64% includes Lacoste, Dior, Richemont, Swatch

Product Lifecycle

Current stage

Distribution Strategy MANUFACTURING UNITS

REGIONAL CENTRES

AUTHORISED DEALERS

Brand Prism - Rolex

Out of range

Stretch

Extension

Core

New categories

Adjacent categories

Core categoryClassic Watches

Bezels, Brands, Bracelets

Jewellery, Official Rolex Trophy, Timekeeper for Wimbeldon, & Australian Open

Rolex Apparel

Brand Strategy

• A brand building strategy--No to "Second Life”

• Rolex does not allow the sale of its watches in the virtual world

Umbrella Branding Stage

Brands by Rolex Price Range Consumer Image Representative

Rolex > $20,000

Ultra-Premium

Old money millenium money

Prestige James Bond

Romeo & Julliet $10,000-20,000

Premium-High

Old money millenium money

The classics NeoRenaissance

Romance

Vienna Opera House Image

Vibe, Eclipse,

Pagea

$5,000-10,000Premium-Low

New Money Bohemian Whoopi

Goldberg

Revolution,

Freedom

$2,000-5,000Luxury-High

New Money Generation X Madonna

Safari Line $500-2,000Luxury-Low

Middle Money Wild, Sporty The Crocodile Hunter

Brand Benefits• Sign of status, success and flair

• Unmatched Swiss craftsmanship

• Global recognition

• Quality par excellence

• Legacy of fine watch making over 100 years

Pricing Strategies

Rolex vs TAG Heuer

Points Of Differentiation:

• Quality / Value

• Diamonds

• Movement

• Appearance

•Cost

Rolex vs TAG Heuer

Points Of Parity:

•Luxury Swiss watches.

•Quartz and mechanical versions.

•2-3 year warranty

Thank You

Rolex – Obsession with perfection