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ObeliskShapedSundials(Egypt)MechanicalClock(Italy&EnglandMidFourteenthCentury)WristWatch(QueenofNaples)Overthe700yearsSwissJuraItisdifficulttoimagineaworldwithoutclocks.Peopleinthemoderneconomydependsontheabilitytomeasuretime.

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WatchmakinginSwitzerlandwasintroducedinthemiddleofthesixteenthcenturybytheHuguenots.Around1785some2000personsworkedinthewatchmakingindustryofGenevaThelateseventeenthandthelateeighteenthcenturies,thecenteriftheworldwatchindustrywasBritain.By1901Switzerlandwasagainthemostefficientproducerofmechanicalwatches.77%4%0%19%%ofMechanicalWatchProductionSwitzerlandJapanHongKongOthers55%22%9%15%%ofWatchProductionTotalSwitzerlandJapanHongKongOthers1993WorldProductionofWatchandMovementinValue(MillionsSwissFrancs)

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HansWilhelmWilsdorfwasbornonMarch22,1881,atNurnberginGermany.WilsdorfandAlfredJamesDavis,WilsdorfandDavisLtdin1905.In1912Wilsdorfsignedadealfor$500,000tobuywristwatchmovementfromAegler.Aroundthistime,legendhasitthatWilsdorfcameupwiththenameRolexWilsdorfstartedtousethewordRolexonthedials.ThenameRolexisrecognizedaroundtheworld.

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Developingabrandstrategycanbeoneofthemostdifficultstepsinthemarketingplanprocess.It'softentheelementthatcausesmostbusinessesthebiggestchallenge,butit'savitalstepincreatingthecompanyidentity.Thebrandidentitywillberepeatedlycommunicated,inmultiplewayswithfrequencyandconsistencythroughoutthelifeofThebusiness.

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OysterRolex(GreatestTriumphinWatchMaking)Aquariumsinretailerswindow

SwissWaterPoloTeam(1930)SwissAlpinistTeamPaulNewman(1960)RolexcanBuildastrongBrandImageby:

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SingleMarketStrategy(Rich,Athletes,CelebritiesEtc)FirstinStrategy(WaterproofPatent)MarketOpportunist(HarwoodsCompany)ThefollowingMarketingStrategyRolexfollowtogetasustainablepositioninthemarket:

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StrengthsQualityCommitmenttoExcellence:TheRolexnameitselfiswellestablishedReputation:Wellknownname.ManagedemandSwiss-Made:ItisconsideredaluxuriousitemMechanicalMovementAdvertisingLoyalcustomersMarketshareleadershipUniqueproductsStrongfinancialpositionHighR&DInnovationWeaknessesStylelimitationsHighpricelimitsmarketMyopicManagementOpportunitiesExpansionofLuxuryBrandsLowerPriceLevelsMarketShareSnapshotMaintainExclusivityofBrandThreatsDesirabilityDiminishedRelativetootherLuxuryBrandsChangeintrend:Cheapertechnology,EconomicslowdownProductsubstitutionExpensive,flashyitemsareseenaswastefulandfrivolous

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SwissMadeBrandAmbassadorLuxuryMarketFashionExclusiveCustomerLuxuryAdventurePrestigeSportsBond007

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