Last but not least: Rolex buys a Rolex

The consequences of the economic crisis have now also reached the watch brand Rolex. The company is threatened with a loss of image. In view of falling demand, the luxury brand is facing a significant drop in prices. However, this is unlikely to fit in with the company's image. But unlike the Tages-Anzeiger newspaper, which featured an Omega advertisement in its Friday edition and thus accepted damage to its image, the watchmaker is taking a much more image-oriented approach. Rolex is now buying back its own products from dealers without further ado. According to the Tages-Anzeiger newspaper, the brand group is submitting corresponding take-back offers to licensed suppliers of luxury watches. In this way, the high prices of the product range can be maintained. According to Kurier.at, the watch manufacturer's campaign mainly affects the Asian and American markets. In Europe, however, the Group is taking a different approach: Reminders were issued not to offer the goods too cheaply. In addition, the company has responded to the fact that supply is greater than before and apparently exceeds demand by reducing delivery quantities. With these measures, the luxury brand is trying to maintain control over the situation and steer the market. As Kurier.at quotes retailers, no other retailer has such a perfect command of the market.