Ben Gilbert: belief

Transcript context

…Or the lifestyle marketing and working with both J. Walter Thompson and IMG and the testimonees. They just did better than everyone else, and that advantage compounded over time. Was it really a risk how they played the quartz crisis? I don’t know. They looked around and they were in a privileged position where they had the resources and the structure to do that. The same with 2008. Did they take a risk? Not really. They did the logical thing and they had the structure and resources to pull it off to go hard into marketing in the United States. I think a lot of the time they just had resources and structure that let them find these opportunities to do a rational, logical, low risk thing, and continue to pull away from competitors. Maybe it’s a little dangerous to speak for Rolex because Rolex doesn’t speak and nobody speaks for them. But I suspect if they were to answer the question, they would say some version of continuity. Not that there haven’t been major changes in different eras of the company, but they have stuck with a strategy, a positioning, a product lineup, and a culture longer than just about anybody else.…

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