Welcome to the final day of "25 Brands Unwrapped." Throughout this campaign, we used synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
For our final day, we have chosen to audit a brand that is most likely on a lot of our Christmas wishlists: Rolex!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Rolex?
Luxury: 60.2%
How would you describe the "typical" customer of Rolex?
Sample Responses:
"Someone well off who cares about status, tradition, and craftsmanship — usually older professionals or collectors who can afford a statement piece."
"Someone who appreciates fine craftsmanship, has disposable income, and likes the status that comes with a well-known, traditional luxury brand — often professionals, collectors, or people buying an heirloom."
"Affluent, status-conscious individuals who appreciate craftsmanship and timeless design—often older professionals or collectors."
If you could rename Rolex to describe what they actually are, what would you call it?
"StatusWatch"
"Status Symbol"
Describe Rolex in exactly three words.
Expensive: 18.0%
Prestigious: 9.5%
Durable: 8.9%
If you could fire the CEO of Rolex, would you?
No: 99.9%
Yes: 0.1%
If you met the CEO of Rolex, what is the first question you would ask them?
Sample Responses:
"How are you planning to make the brand relevant to younger, more diverse customers without losing what makes Rolex iconic?"
"How do you balance maintaining Rolex's heritage craftsmanship with the pressures of modern market trends and the booming secondary market?"
"How are you planning to appeal to younger, more sustainability-minded customers while maintaining the brand's heritage?"
What is the maximum price (in dollars) you would pay for a Rolex before walking away?
Average: $3079.32
How long do you expect a Rolex product to last?
Average: 25 years
If you could change one thing about the product, what would it be?
Sample Responses:
"Offer more affordable entry-level models without compromising quality."
"Offer clearer pricing and better service transparency; make servicing more affordable and predictable."
"Make pricing more transparent and offer lower, quality lines for ordinary people."
Who is the biggest threat to Rolex?
Sample Responses:
"High-end smartwatches and cheap counterfeits that copy the look."
"Smartwatch tech companies and shifting tastes among younger buyers, plus the pre-owned and counterfeit markets."
"Counterfeiters and the rise of mass-market smartwatches that threaten the cultural cachet of mechanical watches."
What is the best alternative to Rolex?
Omega: 82.6%
Seiko: 9.6%
Apple Watch: 0.8%
Why haven’t you switched to a competitor yet?
Sample Responses:
"I don't own one — switching isn't relevant to me. If I did, cost, resale value, and sentimental attachment would make me hesitant."
"Mostly affordability — I can't justify the price right now, and I don't own one."
"I don't own one to switch from — I pick watches based on practicality, price, and durability."
On a scale of 0-10, how much do you trust Rolex?
Average Score: 6.1.
Distribution: Score 3: 1.1%, Score 4: 9.1%, Score 5: 11.5%, Score 6: 43.6%, Score 7: 27.1%, Score 8: 7.5%
Do you think Rolex’s best days are ahead of it or behind it?
Ahead: 90.7%
Behind: 9.3%
If Rolex were to go out of business tomorrow, would you care?
No: 90.9%
Yes: 9.1%
Does Rolex actually care about its customers?
No: 55.4%
Yes: 44.6%
Do you know the name of Rolex’s CEO?
No: 99.7%
Yes: 0.3%
Does the CEO’s public behavior make you less likely to buy from Rolex?
No: 97.4%
Yes: 2.6%
Do you think the leadership at Rolex is competent?
Yes: 98.7%
No: 1.3%
Is the leadership of Rolex a liability to the company?
No: 98.6%
Yes: 1.4%
Do you think the CEO uses their own product?
Yes: 100.0%
Do the executives at Rolex seem out of touch with reality?
Yes: 61.2%
No: 38.8%
Would you buy a Rolex if it wasn't on sale?
No: 86.1%
Yes: 13.9%
Is Rolex worth the money?
No: 73.6%
Yes: 26.4%
If Rolex raised its prices by 10%, would you still buy it?
No: 87.9%
Yes: 12.1%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert Scale: Very Unlikely to Very Likely)
Average Score: 3.5
Distribution: Score 2: 27.1%, Score 3: 7.4%, Score 4: 52.8%, Score 5: 12.7%
Has the quality of Rolex declined recently?
No: 100.0%
Is Rolex too "woke"?
No: 100.0%
Is Rolex too conservative?
No: 98.1%
Yes: 1.9%
Do you think Rolex will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Rolex in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 1.2
Distribution: Score 1: 84.3%, Score 2: 15.4%, Score 3: 0.3%
.png)
.png)
.png)