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Discover how one of the biggest luxury watch manufacturers has recently revolutionized brand storytelling by adapting to the digital era. The launch of rolex.org marked a significant milestone for Rolex, as it welcomed users to an immersive world where philanthropy meets timepieces adorned with golden crowns.
A few weeks ago, I stumbled upon rolex.orga fresh website designed by the homonymous brand that introduced me to an infinite universe of content actual product features. This platform is an extension of the official Rolex site rolex.com, showcasing brand storytelling that goes beyond watchmaking and its famous timepieces featuring the golden crown. The term Perpetual reoccurs throughout the website, highlighting Rolex's dedication to preserving itarian domns such as Arts and Science.
As a marketing professional, I might immediately consider this move as part of Rolex’s strategy to enhance its desirability and compete with other luxury brands like Vacheron Constantin or Audemars Piguet. However, from the perspective of a watch aficionado, it offers an opportunity to learn more about the brand's history and mindset.
Should Rolex have launched a separate subdomn for this purpose? Benedicte Soteras, SEO Manager at DLG Digital Luxury Group, shares her opinion: From creativity, brand image, and technical complexity standpoints, having a separate website makes sense. However, from an SEO perspective, it would've been advantageous for Rolex to include all the insightful content on its flagship site. The rapid growth of backlinks in just a few months demonstrates the potential impact it could have on domn authority and ranking. To sum up, it deps on your objectives and priorities.
Rolex also took another step forward by launching its official Twitter account for the first time. Although Rolex had an official account since 2012, it preferred other platforms like Instagram and Facebook until now. Historically, Rolex focused more on product promotion and ambassadorial campgns featuring figures like Roger Federer wearing luxury watches.
On December 10th, Rolex tweeted its first post promoting content from rolex.org and using the hashtag #Perpetual for all its tweets, ming to reposition its digital message towards brand heritage and values. However, later posts began showcasing events, ambassadors, and news shared across other platforms as well. Was this a shift in strategy due to lack of success with philanthropy-focused content or planned from the beginning?
Pauline Ventura, Social Media Project Manager at DLG, shares her insight: Twitter is home to information seekers looking for entertning content and try topics. Twitter positions itself as a leading platform in fashion, lifestyle, and beauty industries where it reigns supreme.
Rolex's website offers users an experience tlored around its own universe, complementing the renovated commercial site with innovative experiences that cater to different audiences.
Reaching the right audience, educating them, and delivering a seamless digital experience are crucial elements of modern marketing strategies. Many luxury watch brands possess exceptional histories and beliefs but often struggle to translate these into compelling digital content online.
Let us know how you've leveraged digital channels to showcase your brand's unique qualities!
Alessandra Volterra
Digital Marketing Specialist
With enthusiasm for digital strategy, the luxury industry, and the Chinese market, Alessandra has successfully implemented 360° digital strategies in Switzerland and China. Currently serving as Digital Marketing Specialist at DLG.
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