The Rolex Way
The Rolex Way - Tested to Extremes
Problem:
For over a century, Rolex has set the standard for luxury watches. Recently, Omega, Breitling and Cartier have made claims about their watchmaking and heritage that are muddying the waters, particularly in emerging markets where interest in watches is newer.
It is time for Rolex to reassert its position as the reference against which all others should be judged, once again distancing itself from the category of imitators.
This brief introduces a new top-level of communication about the brand’s point of view on Rolex watchmaking, in the same way as Icons has recently done about Rolex wearers.
Brand Idea:
Rolex is the ultimate icon of achievement.
Rolex is the ultimate icon of achievement.
Task:
Develop ideas for digital or physical experiences, driven by creative technology, that are expressions of the Rolex Way. Ideas should enable Rolex to be first to the creative application of an innovative technology.
Develop ideas for digital or physical experiences, driven by creative technology, that are expressions of the Rolex Way. Ideas should enable Rolex to be first to the creative application of an innovative technology.
Rolex concepts Brief outtakes
1. ThecreativeconceptshouldcomeoutofthekeypillarsoftheRolexWay- Always Evolving, Testing, Made in Switzerland (especially the first two)
2. Thecampaignisabouttechnologyandcraftsmanship–it's important to bring together both aspects of Rolex's approach, the experience shouldn't feel only techie or only artisanal.
1. ThecreativeconceptshouldcomeoutofthekeypillarsoftheRolexWay- Always Evolving, Testing, Made in Switzerland (especially the first two)
2. Thecampaignisabouttechnologyandcraftsmanship–it's important to bring together both aspects of Rolex's approach, the experience shouldn't feel only techie or only artisanal.
In general, Rolex's application of technology should always create a luxury user experience, it should reflect the brand tone: confident, comfortable, and uncomplicated. It should not involve too many steps/processes or feel like it's 'in beta'. We have found that technologies that are more experimental are better applied to physical environments where we have more control.
