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Trademark by Rolex
Introduction
In 1926, it was the perfect timing for Hans Wilsdorf and Alfred James David to start the
Rolex company because the Vitaphone Projection Setup was created during that time (Grant &
Meadows, 2016). Even with primitive technology, Rolex was able to successfully publish
advertising though the Vitaphone projection that early, and through the promotional mix attract
customer to the innovative Rolex brand. As technology evolved, so did Rolex, and since firms
were able to expand their communication stream, and it was also time to design an integrated
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marketing communication plan. Such events lead to a rapid expansion of “the sales promotion,
direct marketing, and public relations” aspect of Integrated Marketing Communication for Rolex
(Belch, 2015, pp.8-9). Although the company no longer utilizes Vitaphone projection, Rolex,
however till this day, still post ads on magazines.
Description of Organization
At the time Wilsdorf became aware of his ideas to create memorable timepieces, he started by
challenging the status quo, in which watches weren’t meant to be worn on the wrist but were
stored inside the pants pocket. Wilsdorf ordered an exuberant amount of ébauches
swiss dials, “raw Swiss watch movements ready for special adaptations” (Balfour, 2004).
Wilsdorf experimentation all happened between 1905-1926, the final year he successfully
completed his mission of bringing to the market the very first Rolex, “His solution was three-
fold. A crystal was specially made to adhere to the bezel to prevent condensation. The watch
case itself featured a casing ring, back and bezel, all threaded” (Balfour, 2004). At this point, we
can only marveled at what at the time was the very first original water and dust resistant watch.
Hans Wilsdorf started to dream about watch making, and became inspired to design the watches
with a pearl encasing when he spent ample time working for the pearl industry before meeting
Alfred James David, a private investor, who supported his ideas, and backed in up financially
forming the Rolex Brand & Company. Then James David later became a part of Wilsdorf’s
family by marrying his sister.
Due to costly taxation to run the business in London, Wilsdorf kept just an office there, and
transferred Rolex headquarters to Bienne Switzerland in 1915. Once Wilsdolf received the
Oyster encased dials, he immediately began implementing an IMC plan through celebrity
sponsorship in the form of sports athletes, this trend still continues today with Roger Federer,
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Ana Ivanovic, and others. During Rolex early beginnings Mercedes Gleitz, a professional
swimmer sponsor Rolex, and tried the Rolex underneath the depths of 165 feet (Contributor in
Fashion, 2015).
Belch (2015) suggests that a company should have a unified central theme in the message it
delivers to consumers. Rolex has achieved a market position, of high-price, prestige, and world-
class status (p. 44). Roundabout, even though Rolex offers exclusive designs, the company is not
so flexible when it comes to having wealthy customers approach them with a special request.
The evolution of marketing is progressing towards a cohesive theme, with high regard to the
customer. Hence Rolex should focus on One-To-One relationship marketing, if it wishes to
remain competitive in the pricey watch industry. Yet another important integrated marketing
marketing communication modification to be implement in the new IMC model for Rolex, is the
