Rolex has finally made a move into the realms of social media this month, creating official YouTube and Twitter accounts for its fans to follow. It has also used YouTube to launch its new products at BaselWorld.
The brand, typically known for its traditional approach to marketing, has followed the route of other luxury watch brands in launching dedicated, official social media sites.
The creation of an official Rolex YouTube page marks a key step for the brand as it has typically shied away from such wide-reaching methods of marketing. Now it has used the video broadcasting channel to unveil its new collections, with short films featuring its two brand ambassadors, Tiger Woods and Roger Federer, previewing its new Sky-Dweller timepiece.
Rolex’s move into Twitter, however, is yet to be fully up and running. Though an official account exists under the profile @Rolex there has been no activity from the account and its followers are almost nil.
The official Rolex YouTube channel already boasts 255 subscribers and has won more than 136,000 video views since the brand joined the site on February 12 2012.
Rolex’s manager of UK communications Justin Hogbin described the viral effect of joining the social media site. "After Rolex put the videos online they were shared on Twitter by Roger Federer and Tiger Woods, reaching more than five million followers in a matter of minutes."
In October last year Rolex was highlighted as one of the poorest luxury brands online with a view to social media, online presence and online sales. It was listed alongside 34 other leading luxury brands in L2’s Digital IQ Index. Out of 35 luxury brands featured in the report Rolex was placed 28th, however its near rival Patek Phillippe fell into bottom place.