(Photo credit: Rolex)
Rolex will launch its biggest communication campaign of the year in less than two weeks, when it unveils the 2024 collection on all its platforms.
Rolex won't be using TikTok though the viral video app has now passed 150 million U.S. monthly users equalling nearly half of America’s population. With $120 billion in global sales, it is also on track to overtake Meta as the world’s largest social media company by sales.
When contacted about posting on TikTok, Rolex said it didn't wish to comment on future strategies. (It took the brand six years after creating an account on Twitter to send the first tweet.)
The U.S. is Rolex's biggest market, but the platform's demographics might be the issue: Almost half of TikTok users in the U.S. are less than 25 years old, and just 14% are 45 and over. Still, Rolex could do worse than campaigning to young adults: At Watches and Wonders last year, a quarter of the people attending were less than 25. The average age of non-professionals attending was 35.