Horological Meandering

mkvc
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Gustavo Dudamel and Rolex

My wife and I were lucky enough to receive a last-minute offer of tickets to the Los Angeles Philharmonic's first concert with Gustavo Dudamel as music director. Guess what was on the back of the concert program? That's right: a Rolex advertisement featuring Mr. Dudamel as a Rolex endorser. It was a heck of a good move by Rolex: not only is the guy young, attractive and very talented, he is using his talent to do a a lot of good in the world. Based on the values Rolex showed in making that choice, I will pay closer attention to Rolex's choice of endorsers in the future. Also, I'm forced to admit that Rolex found a marketing approach that worked on me.

Do you all think that there may be an actual system of values underlying Rolex's choice of endorsers?

Is this how advertising is supposed to work? That is, I hate all of Rolex's ads and then one hits me just right and makes me rethink the whole thing?

One note: for the endorsement photograph, Rolex made Mr. Dudamel cut his hair and slick it back and adopt a funny facial expression, with the result that he looked like an extraordinarily smug and self-satisfied investment banker rather than his normal friendly self. I guess that is the image Rolex wishes to project.

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