The longevity of Rolex has given the opportunity for an older group of people to experience the brand on a personal level. Relying solely on their reputation, the brand has missed an opportunity to integrate itself into modern culture. In doing so, has ignored a younger audience in a contemporary world.
This campaign is based around a new line of watches Rolex will develop for a new audience; the young professional. A thirty-something who's profession doesn't require a suite to make a six figure salary. This young professional has a sophisticated street style and keeps up on current trends through different types of media; slamhype.com, Dwell or Vice.
Paying $300 for a pair of sneakers is not out of the question for this young professional.
Now you're going to see Rolex in the world this young professional works in vs. a polo match. The line, "Begin your affair with time" addresses the young professional's introduction to the Rolex brand.
to see more of my student work, go to bigringsandcoffee.com
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