PROBLEM PERCEPTION
Rolex is a status symbol for older, rich Caucasian men

SOLUTION
Use advertising to break into a new target market of men 25-34 with HHI of $100K+  who are extreme sport enthusiasts by showing the watch to be a superior choice for timekeeping as well as an acceptable fashion statement and good investment

CHALLENGES
Changing perception reaching target market effectively with advertising. Discretionary income of target market. Build purchase/loyalty w/lower priced items ($5-$7k)

THE POSITIONING
For men who need unrivaled timekeeping, aren’t afraid to go against the norm and who have the confidence to indulge in a little luxury, Rolex provides a risk-takers heritage, unmatched performance, style and value that will last a lifetime.