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

How to choose the right fitness watch for you

Posted: 01-05-2019

How to choose the right fitness watch for you. Honest reviews and insights from the UK’s no.1 online watch retailer, Watch Shop.

Spring Style Edit

Posted: 05-04-2019

Watch Shop brings you the lowdown on all the latest style trends and insights in the new Spring Style Edit. Top picks, hot sellers, Easter gifts and more.

Spring forward with the clocks changing this weekend

Posted: 28-03-2019

7 surprising facts about Daylight Saving Time

Sunday 31st March Mother's Day Gift Ideas The Watch Shop Guide

Posted: 19-01-2019

Watch Shop has curated the perfect selection of Mother’s Day gifts. Find designer inspiration from timeless watches to beautifully crafted jewellery – spoiling Mum has never been easier!