Publications
Publications
- February 2021
- HBS Case Collection
Rolex SA
By: Doug J. Chung
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.
This case study examines the high-end watch industry and discusses an organization’s objective and related pricing and channel strategies.
Keywords
Citation
Chung, Doug J. "Rolex SA." Harvard Business School Case 521-034, February 2021.