Rolex losing its mojo?

[Shieldsy]

They will be losing customers if they keep up those bloody price hikes!!!!

[Art 1]

No.

[Patrick Lim]

No don't think so.

Rolex is still THE brand that most people talk about when they get their first "expensive" watch... My point is for many non-WISs, they will buy a Rolex as a status watch, not so much for its mechanical feats, etc. At least this is true for many Asian businessmen.

"A Crown for Every Achievements" says it all, doesn't it.

Hence, even if Rolex does not innovate by introducing complications like big dates, annual calendar, moonphase, rattrapante, no problem at all

[bayerische]

Ask a 100 random people to name the most exclusive or best watch in the world... I'm pretty sure most of them say Rolex. They might not be Rolex owners, or even watch wearers, but the day they are opening the store doors to get their first "real" watch, chances are high it's a Rolex.

[mrbill2mrbill2]

Originally Posted by Randy9999

Um, no.

X2

[dddrees]

More Rolex Mojo.

[mrbill2mrbill2]

Originally Posted by Dr. Robert

Now that's my kind of mojo!

Nice!

[R.G]

Originally Posted by gofore59

Reading the current Revolution Magazine issue with Emmanuelle Chriqui on the cover and yet another Sea (boating / diving) themed article without any mention of Rolex. Corum, AP, IWC, etc. all featured.

Rolex is not featured like they used to be either because the styling is pretty much the same for 50 years so everyone is looking for the new trend OR Rolex is doing something to piss off the editors (like being difficult, not providing watches for the shoots, or just bad PR reps).


If Rolex does not step up they risk losing street credibility and market share.

Someone from Rolex needs to get involved...

Mmm speculation, but who knows...

Originally Posted by Tri-Tip

Generally companies that advertise in a magazine get editorial coverage. Does Rolex advertise in this mag?

Any magazine worth it's weight and has any editorial integrity won't sell editorial with advertising. Regardless of this however it naturally pays for the publisher to support the companies advertising and to include them where possible within any editorial that may have relevance to them.

Originally Posted by Watch Professor

The brands that you mentioned probably paid to have their names mentioned.

It's not how it works within editorial coverage.

Originally Posted by Submarino

As an advertising professional I can tell you that is not the case, especially when it comes to a magazine like Revolution. Jack Forster and team would never allow that. When it comes to respectable pubs the editorial is always kept neutral and not influenced by the advertisers. If an editorial is tied to an ad it will always be labeled as a 'Special Advertisement Section' or 'Advertorial'. Not the case for this issue.

Ultimately no-one on this forum can comment on how this magazine operates and what their reasons are for including Rolex or not - Not unless you work there personally and know the editor well enough to have that conversation.

Originally Posted by ibiza_sun

If you are talking advertising and media you'll rarely see any brands that are doing well advertised. Rolex has already made its mark and firmly established itself. As a result, it has no need to compete in that perspective. Other brands trying to match Rolex's market position and branding are the ones trying hard to make an impression and they are the ones you'll constantly see everywhere. Remember its the intangible asset factor that sets Rolex apart.

Advertising isn't always about competing. For larger companies like Rolex it's about brand awareness. Saying that, as large as thier marketing pot may be they wouldn't spend money on print media they feel perhaps isn't relevant to them. For example, why would they market themselves in a specialist watch magazine where the type of people who read it already know Rolex inside out. Rolex have conquered those people - read the book, got the t-shirt. On to other publications and media platforms with new a new set of demograpics to reach out to.

Have you not seen a copy of GQ or Esquire or other mens lifestyle magazines. I can't remember an issue where Rolex isn't advertising?! Along with all the other brands that are doing swimingly?!

Originally Posted by Shieldsy

They will be losing customers if they keep up those bloody price hikes!!!!

TRUE, in my opinion.

Originally Posted by Patrick Lim

No don't think so.

Rolex is still THE brand that most people talk about when they get their first "expensive" watch... My point is for many non-WISs, they will buy a Rolex as a status watch, not so much for its mechanical feats, etc. At least this is true for many Asian businessmen.

"A Crown for Every Achievements" says it all, doesn't it.

Hence, even if Rolex does not innovate by introducing complications like big dates, annual calendar, moonphase, rattrapante, no problem at all

Whether people on this forum who truley love horology like it or not, for a lot of people Rolex IS something they desire as they wish to make some sort of statement in wearing one. In my opinion a large amount of people wearing Rolex's couldn't tell you the first thing about the watch on thier wrist - Each to thier own though.

I too am in media/advertising by the way, hence my take on the editorial coverage front.

[learpilot]

Originally Posted by Cru Jones

umm, isn't it about 10 years too late to be using the word "mojo"?

[Submarino]

Originally Posted by R.G

Mmm speculation, but who knows...

Ultimately no-one on this forum can comment on how this magazine operates and what their reasons are for including Rolex or not - Not unless you work there personally and know the editor well enough to have that conversation.

Advertising isn't always about competing. For larger companies like Rolex it's about brand awareness. Saying that, as large as thier marketing pot may be they wouldn't spend money on print media they feel perhaps isn't relevant to them. For example, why would they market themselves in a specialist watch magazine where the type of people who read it already know Rolex inside out. Rolex have conquered those people - read the book, got the t-shirt. On to other publications and media platforms with new a new set of demograpics to reach out to.

First of all you are using a pretty harsh tone by saying: "no-one on this forum can comment on how this magazine operates...". To your surprise I actually know Jack personally and have been working in advertising & strategic media planning for 17+ years. As a matter of fact I used to do all the media planning and buying for Rolex a few years ago and their strategy goes well beyond mere 'brand awareness'.

You clearly state: "For example, why would they market themselves in a specialist watch magazine where the type of people who read it already know Rolex inside out. Rolex have conquered those people - read the book, got the t-shirt. On to other publications and media platforms with new a new set of demograpics to reach out to".

I then wonder why Rolex still advertises on WatchTime and other watch related pubs?

Just some food for thought!!!

[Justjosh]

I thought this thread was going to be about opening case backs and the mojo leaking out.

[B. Doggy]

Their mojo is improving IMHO.

[Megalobyte]

Originally Posted by Justjosh

I thought this thread was going to be about opening case backs and the mojo leaking out.

I heard that Mojo won't leak out of a Triplock crown even if it's not screwed in. There are 2 internal mojo-tight seals inside the stem. But, if you do notice a faint Latin, citrus and garlic odor, just to be safe take it to your AD immediately. I've heard, if you suspect a leak, putting it near rice can help but then you'd want some pork too...

[wiswrist]

I think it's quite the opposite ... with some of the new models (Sub-C, DSSD, the 42mm Explorer II, etc.) they are getting some extra "mojo" ...

[Time2time]

Originally Posted by mrbill2mrbill2

X2

X3

[Time2time]

Originally Posted by Randy9999

Um, no.

X3 above I meant

[R.G]

Originally Posted by Submarino

First of all you are using a pretty harsh tone by saying: "no-one on this forum can comment on how this magazine operates...". To your surprise I actually know Jack personally and have been working in advertising & strategic media planning for 17+ years. As a matter of fact I used to do all the media planning and buying for Rolex a few years ago and their strategy goes well beyond mere 'brand awareness'.

You clearly state: "For example, why would they market themselves in a specialist watch magazine where the type of people who read it already know Rolex inside out. Rolex have conquered those people - read the book, got the t-shirt. On to other publications and media platforms with new a new set of demograpics to reach out to".

I then wonder why Rolex still advertises on WatchTime and other watch related pubs?

Just some food for thought!!!

Hello,

There is no 'tone' as these are not spoken words - just dialogue in writing. It wasn't meant to be harsh so apologies if it appeared that way, I guess this is the problematic side of anything message-wise.

Come on though, if you wish to quote me then do so but make sure you read the message in full. You have written half of that sentence, so I'll finish the rest of it for you; "Not unless you work there personally and know the editor well enough to have that conversation".

If you know 'Jack', then great - This doesn't apply to you.

So we've established from your initial response to this thread that you are an 'advertising professional', and your second response states that you have been in media-planning for 17+ years.

Are you explaining this because you want to simply tell us about your job? If so, congrats! If it's because you have taken offence to my response and feel compelled to justify yourself, don't worry about it - genuinely no offence meant, sorry!

I won't give you a run-down of my career history in advertising, as impressive as I feel it is.

In terms of why they are currently in other publications... I don't work for Rolex's marketing department so I can't give you a definitive answer I'm afraid. Speculating though, pehaps they want to keep themselves active in the market through just a couple of publications, rather than everything, who knows.

[LightOnAHill]

Originally Posted by SPARTAN2161

Rolex wont lose any credibility unless then cheapen up there product...which they havent

winner.


Well said.

[pawnshopkiller]

Rolex would not let there dive watch be compared to these other brands. What would they gain. That magazine never has any Rolex stuff in it just a bunch of crap I have never heard of before.

[R.G]

Originally Posted by pawnshopkiller

Rolex would not let there dive watch be compared to these other brands. What would they gain. That magazine never has any Rolex stuff in it just a bunch of crap I have never heard of before.

Ha ha ha... Thaaat's the spirit!

[ktmd]

Originally Posted by Shieldsy

They will be losing customers if they keep up those bloody price hikes!!!!

I actually agree with this to some extent. Rolex prices have risen far beyond the rate of inflation over the past 20 years, but they still remained somewhat reasonable. Most dedicated watch enthusiasts could scratch together 3 to 5 thousand for a new SS Rolex if they really wanted to. However, the latest Rolex price hike puts their watches in a bit of a different stratosphere for some. $8000 + tax for a new SS SubC is crazy. While the very wealthy may not be deterred, middle class and upper middle class buyers just might be. Many have posted on this forum that they would not (or could not) buy a new Rolex at these new prices, and they will simply be purchasing used from now on. Whether or not this will affect gobal sales has yet to be seen. If it is Rolex's goal to weed out less qualified buyers, they certainly seem to be on the right track.

[DG123]

Never heard of Revolution magazine or Emanuelle Chrisqui.

Originally Posted by gofore59

Reading the current Revolution Magazine issue with Emmanuelle Chriqui on the cover and yet another Sea (boating / diving) themed article without any mention of Rolex. Corum, AP, IWC, etc. all featured.

Rolex is not featured like they used to be either because the styling is pretty much the same for 50 years so everyone is looking for the new trend OR Rolex is doing something to piss off the editors (like being difficult, not providing watches for the shoots, or just bad PR reps).

If Rolex does not step up they risk losing street credibility and market share.

Someone from Rolex needs to get involved...

[Gerardus]

Originally Posted by Singslinger

No I don't think so.

[Time2time]

Originally Posted by ktmd

I actually agree with this to some extent. Rolex prices have risen far beyond the rate of inflation over the past 20 years, but they still remained somewhat reasonable. Most dedicated watch enthusiasts could scratch together 3 to 5 thousand for a new SS Rolex if they really wanted to. However, the latest Rolex price hike puts their watches in a bit of a different stratosphere for some. $8000 + tax for a new SS SubC is crazy. While the very wealthy may not be deterred, middle class and upper middle class buyers just might be. Many have posted on this forum that they would not (or could not) buy a new Rolex at these new prices, and they will simply be purchasing used from now on. Whether or not this will affect gobal sales has yet to be seen. If it is Rolex's goal to weed out less qualified buyers, they certainly seem to be on the right track.

X2 Agree with that.

[kkwn98]

Originally Posted by pawnshopkiller

Rolex would not let there dive watch be compared to these other brands. What would they gain. That magazine never has any Rolex stuff in it just a bunch of crap I have never heard of before.

That's an unfortunate way of looking at things.

Originally Posted by DG123

Never heard of Revolution magazine or Emanuelle Chrisqui.

That's a shame.

[Onikage]

LOL quite a humourous thread. Intentional or not!

[Dr. Robert]

This thread has that great Muddy Waters song "Got My Mojo Working" playing in my head.

[R.G]

Originally Posted by Onikage

LOL quite a humourous thread. Intentional or not!

[Explorer 2011]

Rolex have certainly not lost their Mojo Baby....they're still groovy baby....yeah...

[stockae92]

Originally Posted by Cru Jones

umm, isn't it about 10 years too late to be using the word "mojo"?

Dr.Evil stole it