Rolex marketing...

[B737]

I know that it is only marketing, but I really liked the old Rolex marketing campaigns involving pilots, divers and other professionals using Rolex in their jobs. For me it matched the 5-digit era - more toolish watches. Of course you could argue that the 6-digit Rolexes are even more suited for "pro" use, so this feeling is not rational I guess.

My question here is if Rolex has changed their approach going more for tennis stars and models in their marketing? Is it a part of the market positioning going from tool watches -> luxory/jewelery?

[kilyung]

Maybe they're just capitalizing on the realization that their watches are rarely used as professional tools anymore.

[Old Expat Beast]

It's all about celebrity nowadays.

Back in the 1950s, Rolex commissioned a series of illustrations from an artist called C. Walter Hodges showing working-class men going about their trade, to demonstrate the ruggedness of the new Tudor Prince series. This was about as down-to-earth as Rolex ever got with its advertising...offering an honest watch at an honest price.

[Quailhunter]

The old Rolex ads are fascinating. I feel sure the watches could endure the punishment. I also feel sure the workmen could not afford them.