In order for the Rolex brand to appeal to different groups of people, it must create relationships with them. One of the most effective ways that Rolex is doing this is by sponsoring different worldwide events. Rolex has established itself as the preferred watch in the golf world, as it sponsors the Open Championships and has well-known golfers, such as Phil Mickelson, sporting a Rolex watch every chance they get. Rolex is also the official timekeeper of the Wimbledon Championships. With the Rolex brand placed all throughout the grounds of the different sporting events it sponsors, Rolex receives great product placement marketing every time a shot of the grounds is shown. Rolex also sponsors the Rolex Farr 40 World Championships, which is the championship for avid yachters. By sponsoring different sport events, Rolex is able to establish its brand as a collection that not only looks good, but can handle any grueling condition, whether it's out on the golf course, tennis courts, or in the middle of the ocean. Also, Rolex is able to create an association between itself and these sporting events. As a result, sports fans will soon begin to consider Rolex the preferred brand of their favorite sport.
In addition to sporting events, Rolex also makes contributions to arts organizations in order to foster creativity and innovation. It contributes to places such as the Royal Opera House and the Teatro Alla Scala, where only the best are allowed to perform.
Rolex will forever be remembered for excellence, and it wants to be associated with others who will do the same. Rolex sponsors many extreme athletes who are striving to do the unthinkable, in the hopes of having his or her name marked in history. In March 2012, National Geographic Explorer and filmmaker James Cameron made the deepest-ever solo dive into the Mariana Trench. Along on this voyage was his Rolex Deepsea. If this Rolex can withstand depths of 35,800 feet, you know it can handle just about anything.
Rolex has done a fantastic job of inserting itself into different circles of interests. It sponsors many athletic events, as well as donating to the arts. Rolex’s efforts have paid off, as it is now recognized by people all over the world as one of the leading luxury brands.