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Hong Kong Gangsters To The Philharmonic: Rolex Wants An Image Makeover In China

Rolex hopes its associations with classical music and charitable events can recast the Swiss watch brand in China from a symbol of gaudy power to a mark of refined class.

Rolex has an image problem in China
Rolex has an image problem in China
Yang Ting-ting

If my memory serves me well, it was two years ago that Rolex sponsored a master class with the Israeli violinist Pinchas Zukerman. Inviting a public muse or someone well connected with the brand to come to China to produce some popular art has been the central advertising strategy of Rolex in recent years.

On a global scale, Rolex has been choosing their representatives from among classical musicians and star tennis players, a marketing strategy tucked into well-meaning sponsorship of the arts and charities.

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A Canadian protestor in Montreal, dressed as a “handmaid” holds a sign reading “This is no longer fiction” to denounce the U.S. Supreme Court’s decision to overturn Roe v. Wade.

Joel Silvestri, Lisa Berdet, Lila Paulou and Anne-Sophie Goninet

👋 Grüss Gott!*

Welcome to Monday, where Volodymyr Zelensky addresses G7 leaders as strikes hit Kyiv, reverberations continue after the end of U.S. federal protection for abortion rights, and Japan asks 37 million citizens to turn the lights off. Meanwhile, for French economic daily Les Échos, Benjamin Quénelle looks at the “inevitable” recession around the corner for Russia, despite its apparent resilience to Western sanctions.

[*Swabian - Germany]

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