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Article
9. März 2026
Reading time: approx. 8:10 min.
Superstar Brands in the Age of Artificial Intelligence
A select few brands have maintained an exceptional position over decades not by resisting change, but by mastering it. We call these brands "superstar brands."
Rolex is one of the most striking examples. This article explains why Rolex's brand philosophy in particular offers the ideal conditions for leveraging artificial intelligence to ensure control, quality, and long-term desirability.
Why is Rolex a Superstar Brand?
While other watchmakers oscillate between image trends, collaborations, and reinterpretations, Rolex acts as a stable gravitational center.
The brand defines the market by shifting its boundaries: through evolution rather than revolution, through systems rather than symbolism, and increasingly through the integration of new technologies such as artificial intelligence.
Why is AI a logical next step for Rolex?
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Author
Klaus-Dieter Koch
Managing Partner
Best of Consulting 2025 – 1st place for BrandTrust
We are among the best consulting firms in Germany: We have been honored by WirtschaftsWoche with the "Best of Consulting Mittelstand 2025" award – taking first place in the Marketing category. We were particularly convincing in the areas of client satisfaction and effectiveness of results.
We are delighted to receive this award and would like to thank our clients and partners for their trust, as well as our fantastic team.
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