Target Markets of Rolex and Omega

Rolex and Omega are two big names that are directly associated with luxurious lifestyles and status. These two brands are renowned and leading names in the watch manufacturing industry. The backgrounds of these companies have many similarities. Both Rolex and Omega are Swiss-based companies that have been present in the market for more than a century. They are unique, prestigious, and indeed remarkably successful. Customers have an important role in the success of both these brands. So, let’s dive deeper and discuss Rolex and Omega to find out what target markets the two chose and why.

Let’s begin with Rolex, by going through a campaign example by the brand. 

Throughout years Rolex has always remained a symbol of status, success, and wealth. This unique brand has a remarkably diverse customer base that includes sportspeople, artists, business people, and others from a wide range of spheres. A popular campaign by the company known as “Every Rolex tells a story” perfectly resembles the brand, its heritage, and its customer base.

The campaign features famous and influential people like Roger Federer, Lindsey Vonn, Tiger Woods, James Cameron, etc. In a series of short videos, these people tell about their success story along with how they got their Rolex watch during this journey. 

Let’s have a look at a video from “Every Rolex tells a story” campaign series presented by Rolex.

The video features Mark Webber, a former professional racing driver from Australia who has won nine Formula One Grands Prix, FIA World Endurance Championship in 2015, and so on. Throughout the video, he shares his achievements, background, and brings everything to his Rolex watch. He speaks about the watch, how and when he purchased it, and what it means to him.

Webber represents his Rolex watch as something more than just a luxurious and expensive accessory. He puts much symbolism and emotions in it. The watch stands for his efforts, sacrifices, hard work, and success.

Webber is one of the many people featured in the “Every Rolex tells a story” campaign series who has such an emotional connection to his watch. With this campaign, Rolex wanted to show that its watches have much more than the just material value in them. They are timeless and always have personal meaning for the owner. 

Now it’s time to discuss the communication strategy of Rolex.

“A Crown for Every Achievement”

The taglines of advertisements and campaigns by Rolex were always unique, strong and accurately describing the essence of Rolex and the philosophy of the brand. Very often people tend to consider such taglines as a slogan of Rolex, but in reality the slogan of the brand is “A Crown for Every Achievement”.

The crown is the logo of the brand that is engraved on every watch of the brand. Rolex puts out its watches as something more than a luxurious and expensive item to own. It has spiritual and symbolic essence to it. The watch has become an item to symbolize achievement and status which makes the slogan of the company ideal.

The slogan shows that company understands that it has strong brand image and people directly associated the crown with the brand. The high price of Rolex watches makes the product something not easily obtainable and hard to purchase. Many people purchased Rolex watches as a symbol of achievement and reminder about the journey they have passed.

The slogan shows the confidence of Rolex, its strength, potential and future growth prospective. The slogan associates with Rolex perfectly and will be timeless and actual through upcoming years as the brand maintains its strong place in the market.

Now let’s go through the segmentation strategy of Rolex.

Let’s go through the following commercial of Rolex

We can see a very dynamic video full of energy and diverse details. The connected scenes are changing very fast and include footage from different years. This combination of short moments makes it possible to depict so much in just one minute. The video features different famous, influential, and successful sportspeople, artists, etc. These people are a collective representation of the target segment that Rolex wants to focus on the most.

They are active, energetic, full of life, motivated, and passionate about what they do. All of them are wearing Rolex watches at some point in the video. This creates an association that Rolex watches belong to people who are successful, strong, and have status.

We can see their performance and success, which are a result of true dedication, hard work, and efforts. At the end of the video, Rolex connects its watches directly to achievements.

This has been there for more than 80 years and continues to be the philosophy by which Rolex presents itself till now. The Rolex watch becomes something like a reword, recognition for achievement, and item that speaks about the status of the owner. All these discussed details clearly show that the Fulfillers segment is the one that Rolex chose to target.

Who are Fulfillers?

Lifestyle and Values: 

Representatives of Fulfillers target segment are best known for being career-oriented. Success and an extremely good career are a priority for them. They are willing to sacrifice a lot to achieve their goals and stand out by their performance. Fulfillers like taking challenges and risks and like new things. They work mainly for self-actualization and always seek for different opportunities in business.

These people do everything to stand out from the crowd and being successful is the best way for them to do so. Fulfillers always want to feel recognition for who they are, their skills, and results from people surrounding them.

People from this segment tend to keep a remarkably modern lifestyle and are known to be socially active. They want to be perceived as progressive people and a way to do this is their interest in arts, foreign cultures, and technology.

Fulfillers like to spend their spare time activity which has vital importance for living a full life for them. Getting out on weekends is quite a typical thing to do for the representatives of this segment. They love traveling and sports activities.

Attitude to Shopping: 

Fulfillers tend to purchase from different brands. Representatives of this segment are known to be premium brand-oriented and the price of the product doesn’t have any effect on their purchasing decisions. They highly value the quality of the products they buy. Fulfillers are ready to spend extra money if the quality of the product is there. Impulse buying is very typical for them and they make purchase decisions quickly.

They like experimenting and trying new brands. Although these people will still repurchase items from the brands that they have used and liked. They think of shopping as a relaxing activity and consider its leisure time. Shopping is a perfect way to improve their mood.

Some interesting facts about Fulfillers

• They like going out and visiting cafes, restaurants, and pubs. These people tend to prefer eating at the restaurant rather than at home.
• Fulfillers give big importance to the way they look. Eating healthy and fitness are perfect ways to stay fit and look good.
• The Internet is an inseparable part of their lives. Fulfillers use this platform as a primary source of information to always stay up to date.

16 Personalities (Which one is for your business?)

Rolex has a long history in the market of luxury accessories. For years, they have wasted no effort in developing premium-class accessories for a distinct circle of people. With both brands having product offerings not suitable for large masses, a segmentation strategy got a big role in ensuring substantial demand. Their target segment matches perfectly with Fulfillers buyer persona.

Their business or career dominates their life. It is important for them to be seen as successful, seeking recognition for their results, skills, and personality. They are socially active and love traveling and sports.

Work for the customer, and the customer will work for you. Rolex has a brand-loyal and strong customer base, and accurate segmentation plays a crucial role in that. Targeting Fulfillers maximizes their growth, as the persona perfectly matches the behaviors and product offerings of companies.

Be sure to check out our e-book “16 Personalities” to know more about the wide spectrum of buy personas, their attitudes, and preferences in life. The book includes more than you will need to start growing exponentially by knowing your customer.

Continuing with Omega, let’s look at the brand’s one of its campaign examples.

Omega watches are known for their durability and resistance to different severe conditions. Many sportspeople, explorers, astronauts, divers, etc. tend to give their preference to this brand. In 1993, Omega presented the legendary Seamaster Professional Diver 300M watch.

It has become a popular and beloved model by many people and was the first diving watch presented by Omega. In 2018, 25 years after the original launch of the legendary model Omega decided to present a new facelifted Seamaster Diver 300M. The presentational campaign of this upgraded model was done in a very professional and beautiful way.  

Let’s watch and discuss the campaign video presenting the upgraded Seamaster Diver 300M.

The campaign video features Daniel Craig, who is most famous for his role as James Bond. In different parts of the James Bond movie, the leading actor wears an Omega watch. This created a symbolic and strong connection with the character and the movie itself. The launch of the new model was a perfect time and occasion to celebrate friendship and partnership with Daniel Craig as well. Omega combined these two significant events and came up with this campaign.

In the campaign video, we see Daniel Craig in the role of James bond, wearing a classic, sleek suit and Seamaster Professional Diver 300M watch. He is diving in the suit which is not something usual to see.

Although he is probably the only person who can do it with such grace, class, and elegance and still look great. At the end of the video, Daniel Craig brings the upgraded legendary Omega watch model to the surface. Everything in the video looks put together, pleasing, accurate, and elegant. Indeed, Omega made an amazing decision by choosing Craig for this campaign.

Now, let’s go through the communication strategy of Omega.

“Omega – Exact time for life”

The slogan of Omega dates to 1931. In this period the company was participating in a series of chronometric marathons where Observatory trials were held. After winning First Prize in all six categories at Geneva Observatory trials, Omega presented the slogan of the brand. It is “Omega – Exact time for life”.

The slogan has indeed remarkably interesting meaning and value for the company. It is a reminder of the Omega’s success. There is a motivation aspect in the logo that not only engages the customer but encourages the company itself to continue self-improvement and always stay on track. 

In the end, what is the most important function of the watch? Of course, showing the exact time. Omega feels confident about its products and ensures you about the durable of watches that will never let you down.

The slogan is very unique and interesting as the meaning of it can be different for every person. It is very precise, accurate, exact, and short. Despite being a luxurious watch producer, Omega does not speak about the fancy aspect of the watches but instead presents their practical side.

It’s time for finding out what target market Omega chose to focus on.

To understand this let’s watch and discuss the following commercial of the brand.

This commercial is very classy, smooth, and even relaxing. The colors in the video are chosen carefully and are pleasing for the viewer. There is nature combined with the urban area in the background. The video features Rory McIlroy a professional golfer.

He is successful, attractive, and influential. The commercial depicts the sportsman playing golf with a balanced representation of all the passion and the expertise that he has in this sport. He seems extremely concentrated and focused on what he does.

At the same time, he looks optimistic, quite confident, and relaxed. Throughout the video, we can have a closeup look at Omega watch that McIlroy wears on his wrist. The watch is very sleek, elegant but at the same time sporty.

It seems like the watch is a complimentary accessory to the whole look of the character and looks just ideal on McIlroy’s wrist. In this case, Rory McIlroy is collectively representing the target segment that Omega wants to focus on. After breaking down the commercial and discussing all the details it becomes clear that Omega focuses on the Balancer target segment.

Who are Balancers?

Lifestyle and Values:

Representatives of this segment are always trying to balance their career and family. These two are the main priorities in their lives. They fully understand the whole importance of a good career and the load of effort and work that must be done to succeed.

At the same time, these people realize how crucial is the family in every person’s life and try to dedicate as much time to family as possible. Balancers are known to be positive, ambitious, and open in any aspect of life.

They are always very enthusiastic about novelties and challenges in their lives. People from this segment like to keep everything under control to have the feeling of security and stability. Balancers believe in the power of the mind.

They are curious and like learning new things constantly. Whenever the representatives of this segment have free time, they like to spend it by doing something peaceful and relaxing. They are quite progressive and open-minded concerning any aspect of life.

Attitude to Shopping:

Balancers are attracted to engaging, different, and fresh advertisements. They typically don’t pay attention to traditional ads unless they have a hint of imagination in them. Representatives of this segment are known to be quite loyal to the brands they initially choose and like. These people have large disposable income and tend to give huge importance to the quality of the products they buy.

They don’t save on the quality of products or desired items. Despite this, Balancers are deal hunters and won’t pay more for a product just because of the brand. These people buy and try new products if they truly need them. This means that the product should catch their interest immediately as they already know what they need or like.

Some interesting facts about Balancers

• They are extremely dedicated and committed to relationships. Balancers believe that you should marry only if you love the person and that you should stay together through all the hardships.
• Balancers give preference to the more traditional media channels. They mainly watch TV or listen to the radio in the evenings when they are free.
• These people use the Internet every day, and it is their main source of information. The reason for this is that they want to always be aware of the news and stay up to date.

Summing up, Rolex and Omega will always be associated with quality, luxury, and status. Surely, with such hard work, dedication, and passion they will maintain their popularity, power, and influence in the watch manufacturing industry. There is no doubt, that the high-quality and luxurious watches produced by these brands will continue to be cherished and desired by the customers further on. This is all for Rolex and Omega and their strategies. Check out the main page of our website for more posts like this.