Last year’s Rolex Sydney Hobart Yacht Race. (Credit: Rolex)
Two sailors taking part in the Sydney to Hobart yacht race this week died in separate accidents during wild weather. Rolex is the title sponsor of the event, officially known as the Rolex Sydney Hobart Yacht Race.
Through sponsorships, luxury brands tend to highlight values like excellence and prestige. But when tragedy strikes, acknowledging it — or not — can influence how customers perceive the brand’s empathy and authenticity.
The deaths were announced by the Australian authorities on Friday, Dec. 27. By Saturday, 10 a.m. Geneva time, Rolex had uploaded a YouTube video acknowledging the tragic accident in a rare tone for the brand, as it typically ties its posts to endurance and achievement.
“The race has been marked by tragedy,” Rolex wrote in the video description. “As a sign of respect for the sailors, crews, family and friends of the two yachts involved in the tragic accidents no organized celebrations were held for line honours nor will there be for the overall winner ahead of the final prizegiving on 31 December.”