In the case of Rolex, it would appear that the images they project are an appeal for the portion of the middle class with disposible income to aspire to appear as something they are not.
Let's see:
- I am not a tennis / golf star (don't play either)
- I am not a famous diver / yachtsman (don't do either)
- I am not a movie star (nor do I seek fame)
- I am not a world leader (nor do I seek power)
- I am not rich and/or beautiful (but not poor or bad looking)
So no, I guess I don't fit the image. Just a middle-aged family guy that lives in the burbs, works from home and drives a minivan.
