Rolex never selects brand ambassadors based on MASS popularity…
They select them based on who watches them.
And in tennis, the majority audience is high-income, wealthy, millionaire-class viewers.
That’s why Rolex chose Roger Federer — even though Virat Kohli and Hardik Pandya are far more famous in India.
This video explains the real marketing psychology behind Rolex’s strategy:
🎯 Target the rich
🎯 Appear in premium sports
🎯 Build a luxury perception
🎯 Associate with elegance, not mass fame
If you love branding, marketing, luxury strategy or brand psychology—this short will blow your mind.
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