When we think of Rolex, we picture precision Swiss engineering, timeless design and aspirational luxury. Their advertising has long been recognised as groundbreaking: sleek imagery, powerful taglines and a visual prestige that many brands have tried to emulate.
But every other Swiss watchmaker was doing ads. What’s often overlooked is the brand’s even more powerful public relations strategy. It’s a strategy that elevated Rolex from another high-end Swiss watchmaker to a global cultural icon.
Rolex didn’t simply sell a product; they sold a story. While their adverts highlighted elegance and craftsmanship, their PR cemented them as a symbol of achievement. The brand aligned itself with explorers, innovators and record-breakers, figures who embodied endurance and excellence. This wasn’t product placement; it was strategic storytelling.
When Sir Edmund Hillary and Tenzing Norgay summited Everest in 1953, a Rolex was on the expedition. When Mercedes Gleitze swam the English Channel, she wore one as a pendant around her neck. These stories made front-page news, meaning Rolex did too.
Many more PR triumphs would reinforce Rolex’s reputation for reliability in the most extreme conditions – not with mere ads, but with real stories.
Now, Rolex has mastered the art of association. Tennis, golf, motorsport and yachting aren’t just sponsorship categories; they’re carefully chosen stages that reflect the brand’s image. By backing prestigious events like Wimbledon and the 24 Hours Le Mans, Rolex positioned itself not as a luxury accessory, but as a patron of excellence across disciplines.
What makes Rolex’s PR so brilliant is its subtlety. It never feels forced. Instead, the brand quietly embeds itself into moments of human achievement, cultural significance and sporting prestige. Advertising may have made Rolex recognisable, but it was PR that made Rolex meaningful.
In an age where brands fight for attention, Rolex’s decades-long commitment to authentic, purpose-driven PR remains a masterclass in building legacy.