Rolex

A ten-year plan to protect Rolex's brand equity from grey-market speculation and over-exposure of its entry-level watches.

Rolex produces over 1.15 million watches a year, and they hold 85 to 130 percent of their value. The team argues that highly visible entry-level models and grey-market flipping have drawn in speculative buyers and weakened the brand's standing with its core customers.

The plan reduces production of entry-level models in phases and raises prices on core professional models to offset it; uses the Rolex Certified Pre-Owned programme and digital product passports to control resale; moves retail to appointment-only flagship stores; deepens existing sponsorships in tennis and equestrian sport; and adds a few brand extensions in small accessories such as a fountain pen, tie clips and a money clip. The analysis uses Aaker's and Keller's brand equity models and Kapferer's brand identity prism.