From cart to carat. (Photo credit: Rolex)
For the first time in Rolex history, the brand released a video showing the online purchase of a Rolex watch.
The thirty-second clip released Thursday touts the ability to browse pre-owned Rolex watches online, including adding a watch to a virtual shopping cart. The video came two weeks after a French regulatory body fined Rolex over preventing authorized dealers in France from selling new watches online.
Because Rolex wants the online shopping experience to be uniform across retailers, it provides a copy-and-pastable source code while allowing each retailer to personalize content relating to their points of sale, the brand said. Rolex requires retailers’ websites to have certain technical specifications and keep the Rolex section segregated from other certified pre-owned brands. But Rolex says it also helps retailers be more visible on search engines like Google.