Tuesday, March 7, 2017

Rolex celebrates cinema and finds its right positioning.

If one thinks of high end watches, brands such as Patek Philippe, Audemars Piguet,
Jaeger-LeCoultre, Baume et Mercier etc... would come to mind. Rolex, to be honest, has been considered as "I-am-the-American-with-limited-culture-who-thinks-this-is-what-money-gets-me". So it is a delight that, while celebrating cinema, Rolex ends up finding its footing and correct positioning among its peers. The movie stresses the instances from way back when cinematic heroes used the brand in iconic scenes of (ooops!) iconic movies only to end the lovely compilation with "it doesn't just tell time. It tells history." - Finally the place such watches need to be away from chi-chi who do not know better (insert diamond studded ring in hand for full effect for either gender).