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>>"Can't tell if this post is for real, but either way I respectfully disagree. Ever worn a Rolex? 99% of people won't recognize it. From those ppl that do reco

by anjc 10y ago

>>"Can't tell if this post is for real, but either way I respectfully disagree. Ever worn a Rolex? 99% of people won't recognize it. From those ppl that do recognize it and know the price, some will think its expensive and some will think its quite inexpensive. Rolex sells almost a million watches a year now. It's a brand bought by rich, knowledgeable watch nerds as well as plebeian, flashy status-seekers and everyone in between. Rolex are given as gifts often enough whether from family or from your old fat boss for you being the best salesman in the district." You're disagreeing with yourself and agreeing with him. His point (I think) is that they adopted a marketing and pricing strategy which promoted brand awareness and maintained brand equity to both the "lower classes", and to the "upper classes" and also to watch enthusiasts, simultaneously. That is to say, poorer people might recognise Rolexes as being something special, and might strive to buy one, but wealthier people also see it as something special and strive to buy one. And the fact that poorer people can get them doesn't dilute their positioning for wealthier demographics. Or as you put it..."It's a brand bought by rich, knowledgeable watch nerds as well as plebeian, flashy status-seekers and everyone in between." And I completely disagree with your first statement. I would imagine that almost every adult recognises the Rolex brand. Sure, people might not recognise a Submariner from a distance as being a Rolex, or a Rolex design, but everybody knows the name. Whereas, on the other hand, almost nobody would even know the name Philippe Patek. But then, that's their marketing strategy.

saiya-jin 10y ago
> And I completely disagree with your first statement. I would imagine that almost every adult recognises the Rolex brand. Sure, people might not recognise a Submariner from a distance as being a Rolex, or a Rolex design, but everybody knows the name. Whereas, on the other hand, almost nobody would even know the name Philippe Patek. But then, that's their marketing strategy. And I completely disagree with your statement. If you are at least a bit into the watches, you know Patek very well. The part about everybody-recognizes-rolex - well that ain't true either. Over 90% of blue collar workers would see some bigger watch, that's it. Most of my colleagues wouldn't recognize them, and I am talking about private bank in Geneva, home of Rolex (and Patek).
- anjc 10y ago
  I think you're misinterpreting the mass market. Yes if you're into watches you know Patek. How many people are into watches? Even the people who can afford to buy Pateks aren't necessarily into watches. I know nobody who would know them. On the other hand, Rolex is literally one of the most recognised and reputable brands in the world. There are companies which track this stuff, and every study ranks them within top 100 in the world for brand equity, recognition, reputation, etc among general consumers. Just with a cursory look now, I see one study from 2014 which ranks them second in the world, only behind Disney: http://www.forbes.com/sites/arieladams/2014/04/14/why-rolex-watches-are-the-most-reputable-consumer-products-in-the-world-according-to-industry-study/#65cc25b771e0 http://www.forbes.com/sites/arieladams/2014/04/14/why-rolex-... Don't forget, they sponsor a lot of stuff. You can't watch sports without seeing their logo everywhere. As I said, people wouldn't recognise a Rolex watch...but the brand, yeah. I'd be extremely surprised if 90% of people in a bank in Switzerland don't know of the brand Rolex.
  - saiya-jin 10y ago
    general brand name yes, but most don't even know how Rolex logo looks like, nor can they recognize their series apart from other manufacturers
    - anjc 10y ago
      Yeah I agree with that. Although that's arguably similar for many high-end brands. I certainly know of Chanel, say, and even know their general history somehow, but I wouldn't recognise their products in a line-up with clothes from the cheapest high street stores.
qwrusz 10y ago
Hey, sorry if my writing wasn't clear: The post above mine said they thought Rolex screams "expensive" and my response was it's "not screaming expensive" these days and that really most people wont even recognize it or care, so I'm not sure how that came across as agreeing. Anyway this is just my experience. Rolex don't "scream expensive", but maybe to a few folks they burp that message. Not a perfect comparison but my old well-worn running shoes cost like $200 (fancy I know ;) few people recognize them, from the ppl who do some think that's expensive ($5 of leather for $200 ZOMG!), some people don't think that's expensive. Just because something is expensive doesn't mean that product "screams" expensive. Just shoes. Just a watch. YMMV
- anjc 10y ago
  I get what you're saying. But I'd argue that it isn't the watches themselves which scream wealth, but rather the brand. Well perhaps being able to say that your watch is made from solid gold would signify a level of wealth too :)

by anjc 10y ago

saiya-jin 10y ago

> And I completely disagree with your first statement. I would imagine that almost every adult recognises the Rolex brand. Sure, people might not recognise a Submariner from a distance as being a Rolex, or a Rolex design, but everybody knows the name. Whereas, on the other hand, almost nobody would even know the name Philippe Patek. But then, that's their marketing strategy. And I completely disagree with your statement. If you are at least a bit into the watches, you know Patek very well. The part about everybody-recognizes-rolex - well that ain't true either. Over 90% of blue collar workers would see some bigger watch, that's it. Most of my colleagues wouldn't recognize them, and I am talking about private bank in Geneva, home of Rolex (and Patek).

anjc 10y ago
I think you're misinterpreting the mass market. Yes if you're into watches you know Patek. How many people are into watches? Even the people who can afford to buy Pateks aren't necessarily into watches. I know nobody who would know them. On the other hand, Rolex is literally one of the most recognised and reputable brands in the world. There are companies which track this stuff, and every study ranks them within top 100 in the world for brand equity, recognition, reputation, etc among general consumers. Just with a cursory look now, I see one study from 2014 which ranks them second in the world, only behind Disney: http://www.forbes.com/sites/arieladams/2014/04/14/why-rolex-watches-are-the-most-reputable-consumer-products-in-the-world-according-to-industry-study/#65cc25b771e0 http://www.forbes.com/sites/arieladams/2014/04/14/why-rolex-... Don't forget, they sponsor a lot of stuff. You can't watch sports without seeing their logo everywhere. As I said, people wouldn't recognise a Rolex watch...but the brand, yeah. I'd be extremely surprised if 90% of people in a bank in Switzerland don't know of the brand Rolex.
- saiya-jin 10y ago
  general brand name yes, but most don't even know how Rolex logo looks like, nor can they recognize their series apart from other manufacturers
  - anjc 10y ago
    Yeah I agree with that. Although that's arguably similar for many high-end brands. I certainly know of Chanel, say, and even know their general history somehow, but I wouldn't recognise their products in a line-up with clothes from the cheapest high street stores.

qwrusz 10y ago

Hey, sorry if my writing wasn't clear: The post above mine said they thought Rolex screams "expensive" and my response was it's "not screaming expensive" these days and that really most people wont even recognize it or care, so I'm not sure how that came across as agreeing. Anyway this is just my experience. Rolex don't "scream expensive", but maybe to a few folks they burp that message. Not a perfect comparison but my old well-worn running shoes cost like $200 (fancy I know ;) few people recognize them, from the ppl who do some think that's expensive ($5 of leather for $200 ZOMG!), some people don't think that's expensive. Just because something is expensive doesn't mean that product "screams" expensive. Just shoes. Just a watch. YMMV

anjc 10y ago
I get what you're saying. But I'd argue that it isn't the watches themselves which scream wealth, but rather the brand. Well perhaps being able to say that your watch is made from solid gold would signify a level of wealth too :)