How do you see the famous Geneva watch brand?
Aurel Bacs:
Rolex is truly unique in watchmaking.
It offers a product of excellence in a price range that is in no way stratospheric: even if this is of course a sum, you can buy a coin for 5,000 euros, such as the new Oyster Perpetual series with colored dials.
It is absolutely fascinating how the perception of exclusivity can be maintained despite producing around a million watches per year and a price range still attainable.
Few of the objects deeply associated with the emotion of luxury are not exclusively reserved for billionaires.
Spontaneously, what do you associate the brand with?
AB:
When I think of Rolex, I think of quality.
All his competitors admire him for his creations, his strategy in terms of innovation and value for money.
Of course, Rolex has never produced a Tourbillon, a Minute Repeater or a grand complication.
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