*References*

http://www.blogcatalog.com/blog/all-about-rolex-watch

http://www.bestrolexreplicas.com/category/top-watches/rolex-watches/

http://www.gunsandgames.com/smf/index.php?topic=24285.msg%msg_id%

http://www.youtube.com/watch?v=I4kczB1DjjI

http://en.wikipedia.org/wiki/Rolex

http://www.bestrolexreplicas.com/category/watch-industry/

http://www.hodinkee.com/blog/2008/12/11/original-rolex-tru-beat-another-lesson-in-successful-failure.html

http://www.melrosejewelers.com/rolex-watch-blog/roger-federers-rolex-day-date-president

http://www.swisster.ch/en/news/business/mystery-departure-of-rolex-chief-winds-up-speculation_116-826221

*Watch Industry*

+Swiss is preparing new economic stimulus package+

Switzerland economic indicators were quite good last year, which used to make the whole nation feel relieved. However, recently State Secretariat for Economic Affairs of Switzerland has expressed that the Switzerland economy has encountered extreme difficulties in 30 years, and predicted that the GNP would be decreased by 2.2% this year, and the unemployment rate of 2010 may increase to 5%.
Meanwhile, Switzerland Social Democratic Party, Christian Democratic Party and Labor Union also claimed publicly that, at the end of 2010, the number of young Unemployed Group would increase. According to statistics, young unemployed group under 24 years old in February this year has increased 30% compared with the same period last year. The above prediction and claim make Swiss people specially worry about the national economy and employment prospect, becoming the national topic. They required the governments of Federal and each state to come on with strong rejuvenating economy policy.
To against this global financial and economic crisis effectively, all sections of Swiss have taken actions since last year. The government had launched two economy rejuvenation plans successively and called on and encouraged every industry to reduce job losses by tax; and all the economic sections have responded positively, they cut the cost by reducing working hours and try to keep the job market stable. In December last year, more than 300 companies in Switzerland reduced the working hours and in January this year, another 1200 companies have joined them. In the same time of reducing working hours, most of companies train their staff to against the possible difficulties in the future job market. A recent economy investigation shows that, presently more than 50% employees in Switzerland would rather get less salary than lose job and they have got prepared for changes.
But things go contrary against our wishes; the total export amount of February in Switzerland has dropped 17.3%, among others, the metal industry has fallen by 36.6%, weaving and plastic product industries has fallen by 30% and watch industrywith a drop of 22.4%; United bank of Switzerland recently announced that they would reduce the employment this year, and Swiss Re-insurance Company has also decided to carry out a 10% job cut globally. As one of the three biggest chain shop in Switzerland, “Agate” also prepares to take such action.

*Company VS. Competition*

Although Rolex is the famous brand of Switzerland since past until nowadays but there’re some brands who are competitor of Rolex and the most competitor will be watch brand together. There’re main competitor that are effect to Rolex that are:

Someone who love Rolex ever said that "If a Rolex is really what you want, don't throw away money on a Seiko just to buy. Save that money toward the Rolex. If need be, buy a used model and have it refurbished".

*Product Line*

Rolex 116400 - New Diamagnetic Watch With Lightning Pin
Rolex newly comes up with a new kind of diamagnetic watch with lightning pin, Rolex 116400, with the watch diameter of 40mm and three kinds of watch dial. Beside the common black and white dial, it still has the commemorative edition, Rolex 116400gv, with black dial and green sapphire crystal watch glass.
Personally, the commemorative edition must be a quick sale. The bidding occasion of Rolex 166101v will reappear. It is said that the waiting list of Hong Kong agency has surpassed 100. Most people prefer this green style. Anyhow, I myself like the traditional black better.

Oyster Perpetual ( CASE SWISS)
- Automatic system to work
- King Size 36 mm. A dial protect from scratch
- Body and of watchband are stainless
- Has a logo pump on dial
- Waterproof
These are new product of Rolex that produce in this year. Furthermore, there’re many style of Rolex you can click here> http://www.cholestore.com/product-th-

*History of Rolex*

In 1905 Hans Wilsdorf and his brother-in-law Alfred Davis founded "Wilsdorf and Davis" in London.Their main business at the time was importing Hermann Aegler's Swiss movements to England and placing them in quality cases made by Dennison and others. These early wristwatches were sold to jewellers, who then put their own names on the dial. The earliest watches from Wilsdorf and Davis were usually hallmarked "W&D" inside the caseback.In 1908 Wilsdorf registered the trademark "Rolex" and opened an office in La Chaux-de-Fonds, Switzerland.The company name "Rolex" was registered on 15 November 1915. The word was made up, and its origin is obscure. Wilsdorf was said to want his watch brand's name to be easily pronounceable in any language. One story, never confirmed by Wilsdorf, is that the name came from the French phrase horlogerie exquise, meaning "exquisite clockwork". Another story claims that "rolex" was meant to evoke the sound of a watch being wound.The book The Best of Time: Rolex Wristwatches: An Unauthorized History by Jeffrey P. Hess and James Dowling says that the name was just made up. The Book A Movement in Time with Breitling & Rolex by Mark A Cooper states that the name came from the partner Alfred Davis and not Wilsdorf. Alfred Davis was a Rolls Royce driver and loved the quality of the car, something he wanted with Rolex. He used the name Rol and then added the popular watch name at the time 'TIMEX' to make the word RolexYacht-MasterIn 1919 Wilsdorf moved the company to Geneva, Switzerland where it was established as the Rolex Watch Company. Its name was later changed to Montres Rolex, SA, and finally Rolex, SA. The company moved out of the United Kingdom because taxes and export duties on the case metals (silver and gold) were driving costs up.Upon the death of his wife in 1944, Wilsdorf established the Hans Wildorf Foundation in which he left all of his Rolex shares, making sure that some of the company's income would go to charity. The company is still owned by a private trust, and shares are not traded on any stock exchange.
reference>http://en.wikipedia.org/wiki/Rolex

*Why is Rolex a trusted brand?*

Rolex just like any other well known brand are highly valued due to the quality and workmanship each timepiece has.
Among the company's innovations are :
1. First waterproof watch case
2. First wristwatch with a date on the dial
3. First watch to show two time zones at once
4. First watchmakers to earn chronometer certification for a wristwatch
5. First watch company to create the first water resistant watch to 330 feet

A specially made Rolex watch was attach to the side of the Trieste bathyscaphe which went to the bottom of the Marianas Trench. The watch survived and tested as having kept perfect time during its descent and ascent. It was confirmed via telegram sent to Rolex the following day saying "I'm happy to confirm that even at 11,000 metres your watch is as precise as on the surface. Best regards, Jacques Piccard"

*Background of Rolex Logo*

Despite early obstacles, Wilsdorf decided that the wristwatch was the way of the future. He was ahead of his time. He obtained precision running movements that were readily available and tested them over and over. It wasn't long before it was the fashion to be seen wearing a 'wristwatch'. Early models were mainly silver with leather straps. Soon gold models followed, along with the birth of the flexible bracelet.
Wilsdorf dreamed of creating a brand for his watches, something that you could look at and see immediately what it was, but rather than using his own name on the watch face as many of the Swiss greats had done he made one up. He chose the name 'ROLEX'. It was short, catchy and pronounced the same the world over. Little did he know that it was going to grow to become one of the most recognized brands of all time.

*Brand & Positioning*

Rolex possess “Rolex Awards for Enterprise” and this brand is symbol of luxury, smart and elegance. Fame of Rolex in world war2 period is symbol that has value because it ever made pilot in Royal Air Force of England didn’t want to wear watch which government gave him but he spent the salary to buy Rolex. This reason shows boom of this brand.

*Promotion Strategy*

Rolex Website

Rolex Magazine

This product is the famous brand both are part of advertisement or public relations. The company will spread information by Internet and magazines to promote or support the consumers. Furthermore, Rolex Company set policy Offensive marketing warfare strategies by connecting to consumer exact. And Rolex Company has good after sell service too.

*unique selling point*

What make Rolex is outstanding over other watches that are big spherical of dial and width of watchband. Rolex developed modern technology continuously but the important selling point are graceful, luxurious, smart brand and good service for consumer too.