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Article
9. März 2026,
Why Rolex doesn't just make watches—it also defines the future of luxury
Not every strong brand is a star—and not every star brand remains one. A select few brands maintain an exceptional position over decades by not fighting change, but mastering it. We call these brands “superstar brands.” Rolex is one of the most striking examples. This article explains why Rolex’s brand logic in particular offers the ideal conditions for leveraging artificial intelligence as a tool for control, quality, and long-term desirability.
Klaus-Dieter Koch
Managing Partner
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The first textbook on brands that combines theory and practice.
No. 1 Brands : Die Erfolgsgeheimnisse starker Marken
