Social media channels listed on Rolex.com on Dec. 2 and Dec. 3.
Rolex has recently reorganized its social media strategy, placing less emphasis on X while following some power users and media who say they are concerned over polarizing content under its current ownership.
Still, the reasoning behind Rolex's reshuffled list, as posted on its official website, is unclear. The order does not align alphabetically or by follower count — but it points to YouTube, Instagram and Threads becoming central to Rolex's strategy while deprioritizing X as an official channel, placing it below LinkedIn despite X holding more Rolex followers.
As of Friday, Rolex has been inactive on X for five days but has posted on YouTube, Instagram and Threads twice in the last three days.
While X retains nearly a million followers for the brand, its “demotion” on Rolex.com is the latest sign of the brand’s effort to safeguard its image in an increasingly complex digital landscape.
The shift, which was implemented on Dec. 3, took place prior to Meta CEO Mark Zuckerberg's announcement that his platforms would follow X’s lead and no longer prioritize content moderation, raising fresh questions about Rolex’s brand safety on Meta-owned platforms.