(Photo credit: Rolex)
Rolex more and more emphasizes history and tradition in its sports promotional videos, a sign the brand wants to be seen not just as a mark of success, but also one of enduring heritage.
Rolex will release next week a video on its social media channels about The Open, the British golf tournament played during the third week of July.
Rolex will include black-and-white clips from previous editions, exhorting us to not “break with tradition, enrich it. Don't yield before history, make it.”
This is a change from Rolex’s past videos about The Open which highlighted the sometimes challenging weather conditions that came with holding a golf tournament by the sea — and won only “by those who embrace their ruggedness,” the Rolex ad said.
Earlier this month, Rolex released a video about Wimbledon which urged us to “respect heritage” and “honor the legend.” It released another Wimbledon video a week later titled “Timeless tradition and glorious history.”