How do you differentiate on more than just features?
This Rolex ad popped up in my feed and instantly caught my eye 👀
Not that I could ever buy one, sorry Rolex, but I noticed that it didn’t mention features at all.
The ad focused purely on the time and effort it takes to make a Rolex watch.
From the ad:
“What makes a Rolex a Rolex? It’s not the wheels and cogs. It’s not the steel we shape nor the gold we forge. It’s not the sum of every single part that we design, craft, polish and assemble with countless skills and constant care. It’s the time it takes. The numerous days and months that are necessary until we can print this single word on each individual dial leaving our workshops.”
When I think watches, I think a big factory plopping together each piece in an automated assembly line.
But this ad makes me believe that Rolex watches are meticulously crafted by lab-coat-wearing watchmakers. And that’s different.