When we talk about watches, we usually focus on personal stories or the technical specs that make a watch interesting for certain buyers. However, more thought and care goes into branding than you might think. In the luxury watch industry, brand image is incredibly important. It plays a major role in shaping people’s perception of different brands. Ideally, it should correspond to the kind of customers the company wants to attract. In this article, we’ll take a closer look at how some of the biggest brands market themselves and the images associated with them.
The Image: Rolex is the world’s most famous luxury watch brand, and they know it. Their logo is a crown after all! The brand boasts a long list of impressive industry firsts. Honestly, we don’t even need to explain why Rolex is the epitome of a luxury watch brand. Their timepieces are of incrediblequality and exude a sense of sophistication that makes them appeal to a wide audience. Over time “Rolex” has become a synonym for luxury watches in common parlance, and they have no intentions of giving up their position at the top any time soon.
The Culture: Rolex has carefully crafted The World Of Rolex. It’s their aspirational brand platform that involves the best of the world of sports, film, music, and the arts. In addition to the famous faces they choose to represent them, Rolex also sponsors many venues and events that they feel best represent the Rolex brand. If you’re looking for the ultimate brand in luxury watches, Rolex is the only brand to start with.
Brand Ambassadors: Roger Federer, Caroline Wozniacki, Phil Mickelson, Tiger Woods, Martin Scorsese, James Cameron, the Metropolitan Opera
What owning a Rolex says about you: You recognize Rolex’s position at the top of the industry and want to be part of something big. A Rolex represents your own personal success and achievements.
The Image: The Breitling brand image is centered around aviation, exploration, cinema, and sports. The company logo, the Breitling “B” with a set of wings, represents their adventurous character. Breitling’s catalog consists of high-quality tool watches for use in the air, under water, and in extreme conditions.
The Culture: Breitling markets itself as a brand for adventurers. Breitling has been the proud sponsor of the Breitling Jet Team since 2003, and they have longtime partnerships with both Bentley Motors and Norton Motorcycles. In 2018, Breitling debuted their “#SQUADONAMISSION” campaign with four different squads: the Jet Squad, Surfer Squad, Explorer Squad, and Cinema Squad. Each squad features a number of celebrities and experts in that particular field.
Brand Ambassadors: Brad Pitt, Charlize Theron, Adam Driver, Kelly Slater, Stephanie Gilmore, Sally Fitzgibbons, Bertrand Piccard, David de Rothschild
What owning a Breitling says about you: You love to explore and need a watch that can withstand your many adventures.