Rolex: How a 109-Year-Old Brand Thrives in the Digital Age

Last year, the decision makers at Rolex decided the time was right for a shakeup.

Unlike with most "shakeups," however, there wouldn't be widespread corporate reorganization, and scores of merchandise wouldn’t be cut.

Instead, Rolex executives decided that it was time for the company to launch its first branded Facebook page, a herculean leap for a brand that has, for decades, closely monitored its reputation and only made tweaks — in both its watches and marketing strategies — after subjecting them to significant scrutiny.

"Creating buzz is not the intent," the brand told Mashable. "We craft our content thoughtfully, privilege quality over quantity, talk only when we have something to say and when we feel it's right." Read more...