Rolex SWOT Analysis, Competitors & USP

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

Rolex SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Rolex, 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 make strategic improvements. Rolex is one of the leading brands in the lifestyle and retail sector.

The article below lists the Rolex SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Rolex SWOT Analysis:

SWOT Analysis of Rolex

For Rolex, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Rolex Strengths

The strengths of Rolex looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 16 competitors of Rolex:

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

Hence this concludes the Rolex SWOT analysis.

Continue reading more about the brand/company.

About Rolex

Rolex Overview
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

High Income group premium watches segment

Target Market

The mature High Income buyer regardless of age


Rolex offers high quality watch brand possessed by high achievers

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.

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