Is Longines, challenging the luxury lifestyle versatilty of Rolex?
Ski (FIS Alpine ski World Cup), equestrian – jumping, endurance, racing; gymnastics (Chinese National team sponsor and Swiss Federal Gymnastics Festival), tennis (Rolland Garros; rising stars); archery; charity dinners; short films, and a line-up of Brand Ambassadors which includes: from Hollywood – Kate Winslet and Simon Baker, to Bollywood - Aishwarya Rai, gymnastics – Evgenia Kanaeva, tennis – Andre Agassi and Steffi Graf.
While the association to equestrian and archery has an obvious marketing target in the Middle East, the associations with ski, gymnastics and tennis are far from the visibility and awareness that giant Rolex has. The same could be said about the line-up of Brand Ambassadors that Rolex has.
So, is Longines trying to become a new Rolex or is just ”adopting” some of Rolex’s winning marketing strategies? It remains to be seen whether this abundance of messages communicated will have the consistency and substance to build a luxury positioning for Longines, always regarded more as a premium luxury brand rather than a luxury brand, due to both the price-point of its products and its execessive visibility in wholesale, worldwide.
If potential or existing consumers are not going to perceive all these associations as natural and obvious, Longines may easily expect to have spent tens of millions of euros in advertising without any results.