We’ve talked about watch marketing before and most would probably agree Rolex is at the top of the pyramid when it come to branding for a watch company. But what’s at the core of their strategy? Why is it that people started to turn to Rolex for their watch buying needs? Well, we think it comes down to their history of sponsoring important sports figures and events; from world record breakers to historic tournaments.
Today Rolex is known as one of the top companies for sports partnerships in the world, with a hand in the most prestigious sport events internationally. Rolex’s history of sponsorship can be traced back to 1927, when Mercedes Gleitze, the first woman to cross the English Channel swimming, did so with a Rolex ‘Oyster’ around her neck. This event served as the perfect promotion for Rolex; not only was the brand mentioned in newspapers around the world, with a photograph to top it off – but crossing the English Channel proved just how effective the water resistance of the Rolex Oyster was. It set Rolex apart in the minds of consumers almost one hundred years ago, an image they maintained by tying their name to other historic sporting events, like Sir Malcolm Campbell wearing a Rolex Oyster when he broke the world speed record in Daytona in 1935. It is also known that Chuck Yeager wore a Rolex when he broke the sound barrier flying an X-1 jet in 1947. These, however, are more so examples of individual Rolexes being gifted to individuals who then went on to wear them when they made a significant sporting achievement. Rolex is also known for its formal sponsorship of sports tournaments like: Wimbledon, the US Open, the Australian Open, and the French Open. That’s just in tennis, they’ve also been involved in sailing, motorsport, golf, equestrianism, and more. Rolex has made its bread and butter from its sponsorships, today known for its association to the historic events themselves. Things like the Rolex Daytona and the Daytona International Speedway, the Rolex Explorer and Edmund Hillary, and the Rolex Deepsea and James Cameron.