Rolex brand ambassadors 'love the product'

First published: 12-09-2011

Rolex has claimed that its brand ambassadors are chosen because they love the firm's products - not because they are high-profile celebrities that add gravitas to the brand.

Jean-Noel Bioul, 57-year-old international sponsorship director for the Rolex Group, said the Oyster - one of the firm's leading watches which was developed by scientists at the European Organization for Nuclear Research - is one such product that its owners love.

Customers with Oyster watches, which are designed to continue functioning after a major nuclear incident, are worn by the likes of Eric Clapton and Daniel Craig.

Mr Bioul told Bloomberg that almost all testimonies are from the wearers of Rolex products.

"You'll never find a baloney story at Rolex," Bioul said.

"A testimony [provider] must already be in love with the watch and its capabilities. If they're in it for the money we're not interested," he concluded.

Recently, pop star Chris Brown threw his $22,000 (£13,750) Rolex into a crowd at the recent MTV Video Music Awards, but a loyal fan returned the item to security staff after the event.


Related articles

A guide to choosing a gold watch

Posted: 09-02-2019

Make a statement with a gold watch this New Year and give your outfit that little something special, whatever the occasion. Browse designs for men and women from brands including Guess, Armani Exchange, Coach, and more.

A guide to buying a silver watch: Gifts for him and for her

Posted: 07-02-2019

Enhance your wardrobe with a silver watch for every occasion. From classic designs to out-of-this-world pieces, explore some of our favourite silver watches from top brands, including Gucci, Raymond Weil, and STORM.

Watch and jewellery trends for 2019

Posted: 07-02-2019

Relax, we’ve found the watch and jewellery trends that are going to help you look your best in 2019. Browse our full collection of the newest accessories from brands including Llarsen, Storm, and Guess.

Your guide to gifting a watch this Valentine's Day

Posted: 01-02-2019

Make Valentine's Day 2019 a memorable one for all the right reasons and gift the lady or gent in your life with a watch they'll love. Discover beautiful new designs from Hugo Boss, Olivia Burton, Jean Paul Gaultier and more in our gift guide.