New Rolex Campaign – “It Doesn’t Just Tell Time. It Tells History”
As most of you know, last Sunday was the US Open golf tournament. This golf tournament prides itself on being of the most difficult and coveted victories of the year. As a result, it is one of the most watched golf tournaments. According to tvbythenumbers.com, “ESPN’s live telecast of Friday evening’s play was the highest-rated east coast venue Friday prime telecast since 2002.” Because viewer numbers are so high, companies were vying to get commercials time slots during the tournament. Drawing over 6 million viewers every day of it’s showing (Thursday – Sunday), it drew double the viewers of every other primetime show during that time slot. Numbers such as these are a dream for advertisers. There were many great commercials that aired during the tournament. However, one really caught my attention, the new Rolex commercial.
To see the commercial, go to: http://ispot.tv/a/7n8F.
The slogan for the new Rolex campaign is “It doesn’t just tell time. It tells history.” In the commercial that aired during the US Open, Jack Nicklaus, one of the greatest golfers of all time, walks through a hall full of many of the greatest moments golf has ever seen, and Rolex has been a part of many of them. The first scene is Nicklaus looking at his watching with the narrator asking, “Why this watch?” As Nicklaus proceeds down the hall, clips from unforgettable golf moments are played. The narrator says, “This watch is a witness to age defied, … has seen glimpses of heaven, … records broken, … and giant leaps taken.” For all of you sports fans out there, you know what you feel when your sports team pulls out the most incredible victory and this Rolex commercial explains those feelings perfectly.
Rolex has been a part of the golfing world for years. Rolex has been the official timekeeper for the US Open for over 30 years. Many of the top golfers in the world are official ambassadors for Rolex. When Adam Scott won the 2013 Masters Championship, he slipped on his Rolex watch before slipping on the Green Jacket. Tiger Woods wears his Rolex watch after each one of his major victories, as does Phil Mickelson, Luke Donald, and Rickie Fowler. In addition to these new champions, Rolex also was apart of the careers of three of the greatest golfers of all time, Gary Player, Arnold Palmer, and Jack Nicklaus. Rolex is a part of golf’s history and this commercial shows how proud Rolex is to have been apart of some of golf’s greatest moments.
Rolex and golf are the perfect pairing because they both place an emphasis on tradition. While Rolex does introduce new models, the designs are always classic and elegant. Golf is very similar. The world of golf has remained almost unchanged throughout its history. While rules do have to be updated every now and then, golf has not changed too much. In fact, the USGA has recently banned the anchored long putter, which seems to be a new fad in golf. The USGA wants to stay true to the history of golf and does not welcome this new change. This is evidence that the world of golf appreciates tradition, as does Rolex.
The commercial that aired during the US Open follows along the lines of the new Rolex campaign, “Rolex and Icons,” focusing on the history of Rolex and all of the important lives and moments of which Rolex has been a part. Many historical and important figures wore Rolex watches: Martin Luther King, Dwight D. Eisenhower, Winston Churchill, Elvis Presley, Pablo Picasso, and countless others. Rolex represents tradition. Who wouldn’t want to be a part of such a rich and storied history?
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