Rolex SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Rolex analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Rolex SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Rolex to benchmark its business & performance as compared to the competitors and industry. As of 2020, Rolex is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Rolex competitors and includes Rolex target market, segmentation, positioning & Unique Selling Proposition (USP).

Rolex SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Rolex Brand Analysis
Parent Company

Wilsdorf Foundation


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

A crown for every achievement


Rolex watches are made to perfection

Rolex STP
Rolex Segmentation

High Income group premium watches segment

Rolex Target Market

The mature High Income buyer regardless of age

Rolex Positioning

Rolex offers high quality watch brand possessed by high achievers

Rolex SWOT Analysis
Rolex Strengths

Below are the Strengths in the SWOT Analysis of Rolex:

1. Brand image of Rolex is strongly established as a premium luxury brand

2. Rolex has stood up to its brand image by being the game changers in the industry.

3. Rolex introduced the first waterproof watch, first automatic dating watch, the first watch meant for divers have all been developed by Rolex

4. It is one of the largest and most reputed luxury watch manufacturer in the world

5. Excellent advertising and branding of Rolex watches by associating itself with celebrity brand ambassadors

6. Sponsorship of global sports events as well as other international events

7. Rolex watches are present in over a 100 countries

8. More than 2500 people are employed with the company & brand

9. Rolex limited edition watches have also been auctioned at more than $17 million which shows its niche presence

Rolex Weaknesses

Here are the weaknesses in the Rolex SWOT Analysis:

1. Counterfeit and fake imitations affect the brand image of Rolex

2. Competition from several premium watches and maintain brand essence means lot of investments

Rolex Opportunities

Following are the Opportunities in Rolex SWOT Analysis:

1. Rolex could introduce separate product lines with different brand identities under the Rolex brand

2. Emerging economies pose a great opportunity to penetrate the global market further

3. Innovation in Rolex watches with digital interventions can open a new dimension

Rolex Threats

The threats in the SWOT Analysis of Rolex are as mentioned:

1. Rolex’s limited dealership and long waiting periods can lead to consumers switching over to its competitor brands

2. Fake imitations can hurt the brand’s image

3. Government policies and duties on expensive gifts & items can affect its business

Rolex Competition

Below are the top 16 Rolex competitors:

1. Breguet

2. TAG Heuer

3. Cartier

4. Omega

5. Longines

6. Rado

7. Tissot

8. Hublot

9. Patek Philippe

10. Swatch

11. Chopard

12. Breitling

13. Seiko

14. Richemont

15. Panerai

16. Ulysse Nardin

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Rolex. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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