King of the Bay Area

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The glass walls with clear windows can clearly see the skyline of the whole city. There is no crowding in New York and no rules in Los Angeles, but it outlines the compact and retro exclusive to San Francisco. The steep coastline at the end of the line of sight has not dispersed in the early morning. The fog is looming, adding a touch of grandeur; the outline of the Golden Gate Bridge can be seen faintly.

Today ’s contract signing location is in the historic Montgomery District of San Francisco. In fact, the city ’s downtown is not large, Union Square is not far away, and next to it is Little Italy and Little Tokyo; this is San Francisco ’s business. The center, similar to Wall Street in New York, the towering Pan American Pyramid is one of the city's important landmarks.

This is San Francisco. The interlacing and integration of different cultures can be clearly felt in the streets.

"Good morning, good morning." The glass door of the meeting room was pushed open, and a calm, powerful, mature magnetic voice sounded, with a hint of lightness and friendliness in the words, "Hopefully I haven't kept the guests waiting, otherwise this It ’s my rudeness. Please accept my apologies for the move I did n’t come to meet in the first place. "

"If you feel sorry, it means that my strategy has worked. We specifically arrived 20 minutes early, apparently in order to take more initiative in the negotiations." Lech greeted him actively, and opened up harmlessly. Joke.

The other party held Lech ’s right hand amicably, “So, is this an American joke? If we interpret it according to the Swiss ’s understanding, then we can now despise each other.” The gentle words did n’t make much noise, But I can feel a touch of humor from the tone between the lines, more elegant and more calm.

"It's a great honor to finally meet you, Mr. Lu. I am Wolfgang-Muller. I welcome you on behalf of Rolex today and look forward to our cooperation." Then, the other party came to Lu Ke In front of him, Lu Ke took the initiative to hold Lu Ke ’s right hand again. The strength of his handshake was solid and strong, but he was not too aggressive and showed enough sincerity.

A face-to-face impression left a deep impression.

"It's a pleasure to meet you, Mr. Mueller, it should be said that it is my honor to have such an opportunity." Lu Ke also expressed greetings reciprocally, "In fact, I am still worried until now. Is there any misunderstanding, are you looking for the wrong person, maybe another player named Luke. "

"People always say that modesty is a virtue of China / China / people. I think you should inherit the traditional culture of your ancestors." Wolfgang's response is still to be advancing and retreating, like a spring breeze, "even if we are really wrong. Target, but what is certain is that when I met today, the misunderstanding should be resolved. "

This is the stalk of Asian players. But on the same topic, Wolfgang expressed it in a relaxed and friendly tone, not only did not feel offended, but also made people smile.

"However, now, I should invite everyone to sit down. So, I think, the misunderstanding should be lifted." A pun, the surface is to respond to Lu Ke's "misunderstanding", but the real meaning is that Lu Ke's idea is "Misunderstanding", this kind of wisdom hidden in the words, is really different.

After that, Wolfgang took a half step back and made an inviting gesture to signal everyone to sit down.

"How about the scenery outside the window?" Wolfgang's opening remarks were slightly unexpected. He skipped Lech and talked directly with Lu Ke, and the content of the dialogue also hinted that he had noticed Lu Ke's before entering the door. Figure.

Compared with An Dema a year ago, Lu Ke has grown up. Although still a little excited and nervous, the whole person has settled down relatively. "I now finally understand why people always like to climb high. Not only because of overlooking the sentient beings, but also because of standing high and seeing far, when the horizon expands endlessly, such a scene is really hard to buy. "

Wolfgang raised his eyebrows gently, "I don't know, you are still a philosopher." This is a positive tone, he added, "In Europe, we like philosophy." The subtext is , In the United States ...

The two exchanged a gaze, and there was a smile on their eyes, and Lech, sitting next to him, shook his head helplessly, vomiting weakly.

"But not everyone can stand on the summit. The reason why the scenery on the summit is beautiful is because it is rare." Wolfgang then added that as soon as the front turned, the subject cut straight into the theme, "This is what we always do at Rolex. motto."

Lu Ke smirked, gently jawed his head, and ridiculed, "turned beautifully."

In the face of ridicule, Wolfgang accepted frankly, and then said, "This is also the reason why we want to cooperate with Mr. Lu." Afterwards, Wolfgang realized that Lu Ke seemed to be preparing to speak, but turned his head to look at it. Lech, with a light smile on his lips, Wolfgang volunteered, "If you have any questions, please feel free to ask questions."

Lech spread his hands, not sure but not negative.

Lu Ke withdrew his gaze, his smile stopped for a moment, and finally said frankly, "Why me? The top players in the entire NFL or the top rookies are countless, why did you choose me?"

The reason for asking this question is because the target is Rolex.

The first thing to note is that sports marketing is one of the most important ways to increase market share. Thanks to the strong market share of sports, the mass base of the World Cup, Olympic Games and World Championships is unparalleled, and it has expanded influence on enterprises. , Raising awareness and opening up emerging markets, this is one of the best choices.

Among them, the relationship between watches and sports is even closer. Because time is one of the basic rules of sports events, all sports must be timed, even in field events such as high jumps and long jumps, there is a time limit between each trial jump test, which also makes timing equipment in sports events. The missing part.

Many top watch brands are integrated with specific sports events, such as Omega in track and field and swimming; for example, in the four Grand Slams of Tennis, Longines of France, Citizen of the US Open, Australian Open and Wimbledon Rolex; another example is the Tag Heuer in F1 cars, etc.

Watch brands can always appear in the most prominent position on the field, which has become their most important bargaining chip based on sports marketing. This popular, high-end event viewing group is generally the target audience of watch manufacturers, so this is also a relatively accurate and relatively effective marketing strategy.

Rolex is no exception.

But it is still slightly different.

Rolex's global market share is well-deservedly in the forefront, and even ranked first for many years. They don't need a large number of endorsement methods to develop the market. More is still further digging deeper in brand image and brand depth. They are always cautious in their choices. Often, every sport will only select the top few, or even only one.

Prior to this, Rolex has never cooperated with the four major sports leagues in the United States, not just the NFL, but also in the other three major leagues. The NBA did not have the official timing sponsorship brand, Tissot, until 2016.

This also means that this is the first time Rolex has cooperated with the four major sports leagues in an official position and they chose Lu Ke. Naturally, this also gave birth to Lu Ke's question:

why?

After the question was finished, Lu Ke himself ridiculed himself, "I mean, if the answer to the question may lead to the failure of today's cooperation, then you don't have to answer it."

Wolfgang did n’t smile. Instead, he straightened his waist and showed a serious expression—obviously, the Swiss and American ways of humor are indeed different, and the way of talking is also different. “Mr. Lu, do you know What are the criteria for Rolex to choose sports? "

Lu Ke did not answer, but showed a focused look and waited quietly.

Wolfgang said with a smile, "Our cooperation with sailing has been more than half a century. Whether we support the competitive Rolex Sydney to Hobart regatta, or maintain the traditional glory of the Rolex Super Sailing Cup, we all work with sailing. The world ’s elites have established a unique close relationship. This is our aim. "

Although Wolfgang only mentioned a sailing project, Lu Ke's mind immediately showed more associations:

Rolex is undoubtedly one of the most enthusiastic brands in the industry to collaborate with sports events, and even far exceeds other watch brands, such as golf, tennis, racing, skiing, sailing, equestrian, adventure and so on.

The common feature of these projects is that they have a certain threshold, and are often accompanied by high-end, noble or challenging labels. As the world's top watch manufacturer, Rolex, through long-term cooperation with these sports top events or athletes, builds the brand culture label step by step, which further deepens its influence in the target market.

In other words, Rolex did not cooperate with the four major North American sports leagues, such as the NFL and NBA, because these sports events are more civilian, more popular, and more market-oriented, which is different from Rolex's brand positioning.

After a short pause, Wolfgang waited for the digestion and reaction of the landing, and then continued, "Undoubtedly, the NFL is not only the largest sport in North America, but also one of the most fierce and most challenging sports in the world. One, being able to cooperate with rugby projects is always one of our goals. "

"But we didn't meet the right opportunity." Wolfgang smiled at the landing with a smile, "until you appear. The unique presence in the entire league, we know that we are waiting hard for the opportunity It ’s finally here. If you miss it, you wo n’t know when it will be next time. Do you know the Rolex brand declaration? ”

A Rolex, a story.