BRAND REVOLT™
From revolting to revolutionary

November 2008

Now is the time

Rolex are running double full-page ads in the International Herald Tribune (and other publications no doubt).

The first page shows the back of a watch with the words ‘THE TIME IS NOW’ inscribed into the case.

The following full-page shows the front side of the watch with no further ‘pay off’. As expected the hands of the watch display the time ’10 past 10’ - as per almost every piece of horological advertising (as a side note: just check out some watch ads near you: all pretty much 10 past 10).

What is Rolex trying to say? Now is the right time to buy a watch, a Rolex? Or are they being more philosophical? Either way, and especially given the economic, environmental (and in some cases political) instability around the world, it provides a hollow statement for the viewer to take away.

Perhaps the typical consumer response would be "For What?" or perhaps more cynically "So What!". Rolex, like other brands with strong heritage and brand associations, needs to be clearer and truer to its no-nonsense roots.

© Copyright Hira Verick, Sweden 2008