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.

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