It could not be possible to conclude this chapter without mentioning one of the most amazing cases of non compliance in the luxury watch industry. This happened when Japanese distributor Evance hired Brad Pitt for 5 millions us dollars in order to endorse the Rolex brand in Japan. Apparently, Evance does not even have a licence to sell Rolex watches. Therefore, they buy watches abroad on the grey market or even send their employees abroad in order to buy watches and resell them in their store. It shows the magnitude of the Omega replica recognition of Rolex in Japan. Mystery "Mystery opens up emotion. Mystery adds to the complexity of relationships and experiences. It lies in the stories, metaphors,cartier love bangle rose gold, and iconic characters that give a relationship its texture. Mystery is a key part of creating loyalty beyond reason." (Kevin Roberts, CEO worldwide Saatchi & Saatchi, The future beyond brands: lovemarks). According to Roberts,cartier love necklace white gold, mystery consist for a company in telling great stories, combining the past, the present and the future; tapping into dreams and instilling inspiration thanks to the creation of myths and icons.
Rolex is certainly the omega speedmaster replica most mysterious brand in the watchmaking world, not only due to its particular status and the lack of financial information but also thanks to some key points of its communication strategy. First, Rolex tells great stories that feed the brand identity and build inspiration. The celebrity/event advertisements always start with a catching sentence followed by a short text presenting the achievement of the omega seamaster replica celebrity/event: "You have 100 days to travel 3924 km on foot. By the way you are in Antarctica. Alain Huber did it in 99 days. He is not one to shy away from challenges. In fact, you might say he provokes them. In 1997-98, he traversed the entire continent of Antarctica on foot and skis with a powerkite. His list of accomplishments readvertisements like a history book. Among others he was the first to climb the sheer wall of the Holtanna in Queen Maud Land, Antarctica.
He's crossed Greenland on skis. He's been on the omega constellation replica geographic North Pole and has attempted Everest five times without oxygen. If anybody embodies the perpetual quest for adventure, Alain Huber is that man." (Rolex advertisement, Bloomberg Markets, December 2003) Rolex is not boring its customer with the same perpetual old story. In fact, they can use so many celebrities and events that the reader feels like each story is always a new one. Even the story concerning an ambassador usually evolves with its career and therefore is renewed. As an example, every time that an ambassador wins a competition, Rolex publishes a "congratulation" advertisement that describes the success of the omega de ville replica celebrity at this occasion. Rolex does not rely only on great stories but also on great pictures. It is always said that a picture is worth a thousand words: Rolex makes a great combination of the two of them.
Rolex strategy results in an impressive commitment or "loyalty beyond reason" from customers waiting up to five years for an Oyster Daytona. The Oyster Daytona, probably the most easily recognized and highly sought after watch, is one of the most wanted by Rolex enthusiasts all over the world. This is not only the watch of collectors but also the watch of speculators. In fact, the model is introduced with extreme parsimony on the market; the difficulty in finding one adds doubtless a lot to its status. The beginning of this fervor can be tracked back in the 1970s when Paul Newmann was wearing it in the omega casino royal replica movie "Winnings" where he was a race car driver. Now, the models are very demanded and can be bought in a jewellery store and resold right away with up to 20% added value. The principle of introducing the units little by little is known as the "rarity principle": the product should not be over diffused in order to keep its luxury character. (Dubois et al., 1995). Kapferer (1996) mentions: "luxury brands must be desired by all, consumed only by the happy few".
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