Rolex SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 26830

SWOT Analysis of Rolex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

A crown for every achievement


Watches made to perfection

Rolex STP


High Income group premium watches segment

Target Group

The mature High Income buyer regardless of age


High quality watch brand possessed by high achievers

Rolex SWOT Analysis


1. Brand image 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. 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 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


1. Counterfeit and fake imitations affect the brand image
2. Competition from several premium watches and maintain brand essence means lot of investments


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


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

Rolex Competition


2.Tag Heuer

The brandguide table above concludes the Rolex SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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