Rolex Advertising Strategy?

[JoseD]

I just logged on to washingtonpost.com and boom-- an ad for the new BLRO pops up front and center. What's the strategy here? Why is Rolex advertising a product that is almost impossible to get? Won't this cause frustration to none-WIS who inquire about this watch? I get it's all about building mystique, but this seems counterproductive.

[dmash]

Originally Posted by JoseD

I just logged on to washingtonpost.com and boom-- an ad for the new BLRO pops up front and center. What's the strategy here? Why is Rolex advertising a product that is almost impossible to get? Won't this cause frustration to none-WIS who inquire about this watch? I get it's all about building mystique, but this seems counterproductive.

But it’s still getting them in the door. A potential sale of a different model is better than no chance at a sale if they never came in to begin...

[Brew]

Perhaps the ad was just targeted to you, based on your surfing habits? The non-WIS may just see a DJ or DD, or dog food.

[faz]

New product introduction, maintaining brand recognition, staying relevant in the minds of the general public, showing off a beautiful new model while knowing that many people out there will remember the name 'ROLEX' from the ad but will end up buying a more conservative model anyway.

[Etschell]

so they can sell you the pm version instead?

is this a rhetorical question?

[Likestheshiny]

Rolex isn't advertising watches with those posters. It's advertising the Rolex brand name. 99.99% of the folks seeing that poster have no idea that there's anything new and special about the watch. But they see the Rolex name, and it becomes that little bit more associated with luxury watches in their brains.

[jps3b]

Originally Posted by Brew

Perhaps the ad was just targeted to you, based on your surfing habits? The non-WIS may just see a DJ or DD, or dog food.

Dog food 🤣🤣🤣

[The Libertine]

Originally Posted by JoseD

I just logged on to washingtonpost.com and boom-- an ad for the new BLRO pops up front and center. What's the strategy here? Why is Rolex advertising a product that is almost impossible to get? Won't this cause frustration to none-WIS who inquire about this watch? I get it's all about building mystique, but this seems counterproductive.

Because people want what they can’t (find) have; part of human nature.

[2nastie]

They do it for consistent brand recognition. Seeing the Pepsi or Daytona frankly makes me look at the ad few seconds longer than the ones they put out with the Lady's Datejust 28.

And it starts conversations like this...

[Zakalwe]

For quite a long time, despite being somewhat into watches, I disliked Rolex. I didn’t much care for the references I had a passing familiarity with (Sub and DJ) and didn’t really like the image or the connotations associated with ownership.

Then I randomly saw an advert for 116515LN on leather in some magazine or other and thought “that looks nice, wow is that a Rolex?!” and that began a process of my researching the brand, having a look at and trying on some references and getting past my prejudice about Rolex ownership.

I don’t actually and never really did want to buy the RG Daytona, but I’m pretty sure seeing that advert pulled me into the rabbit hole.

[AK797]

As the guys say it is their new signature release so they have to advertise it and then once they get you in store they will try to sell you something else, probably a DJ... I'm surprised they haven't made one with half red and blue dial to take full advantage.