In the digital space, Rolex has traditionally been known as the luxury brand that has chosen to opt out. Absence on emerging platforms like Vine is one thing, especially for heritage brands that are more risk-averse with branded content, but absence on the big ones like Twitter (still no account), YouTube (joined in March 2012), and Facebook (just joined in April)–that stood out. In our new Social Platforms report, which tracked the presence and performance of 246 prestige brands on 15 social media platforms, our research found that what the 108-year-old British watchmaker lacks in Tweets, it certainly has made inroads with in Facebook engagement. Despite being just a few months old, Rolex has worked hard for its now 1.1 million fans. Combining the new with the vintage, posts range from artfully-shot campaign photos to profiles of victorious athletes the brand currently sponsors to videos of victorious athletes from the past sharing a touching Rolex story. All of this has translated to fan-engagement gold. As you can see in the chart below, which shows brand-fan interaction rates on Facebook main pages, Rolex not only outperforms its highly competitive sector but all sectors. The Rolex team clearly made a decision to let its presence in social media be known this year–our bet (and hope) is that Twitter is next.
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