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  • February 2021
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Rolex SA

By: Doug J. Chung
  • Format:Print
  • | Language:English
  • | Pages:23
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Abstract

Rolex SA was one of the most successful watchmakers in the world. In recent years, the global demand for Rolex watches, especially the stainless-steel sports models, had dramatically increased, resulting in a supply shortage worldwide. The shortage in supply further increased the desirability of Rolex watches, leading to a significant increase in demand. High demand coupled with low supply increased prices in the gray and secondhand markets.
This case study examines the high-end watch industry and discusses an organization’s objective and related pricing and channel strategies.

Keywords

Watches; Pricing; Marketing; Strategy; Demand and Consumers; Price; Marketing Channels

Citation

Chung, Doug J. "Rolex SA." Harvard Business School Case 521-034, February 2021.
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