What Luxury Watches Can Teach Us About Brand Positioning

This morning’s scrumptious breakfast took a turn for the strategic. My wife mentioned she had been listening to Acquired—the podcast by Ben Gilbert and David Rosenthal—and specifically their episode titled “The Complete History & Strategy of Rolex.” Naturally, that set my brain spinning.

Here’s a brand selling mechanical devices—tools to tell time—that cost 10 to 1000 times more than their digital successors. In a world dominated by smartwatches and multifunctional wearables, why are people still lining up to buy a Rolex? The answer, I believe, holds some valuable lessons for how we position brands—even in pharma.

Heritage as Competitive Advantage

Rolex isn’t just selling watches—they’re selling legacy. Their story is steeped in moments that matter: worn by Presidents, Prime Ministers, officers during World War II, gifted to explorers, glimpsed on the wrists of famous actors and icons. Seen swimming across the English Channel. They’ve made time itself part of their competitive moat. Same goes for Omega, Audemars Piguet (a must-visit if you're ever in Switzerland), and others in the luxury watch world. These aren’t just manufacturers—they’re storytellers, with narratives built to last.

In pharma, we often lean hard into what’s new—the latest trial, the next breakthrough. But sometimes what makes a brand powerful is what’s always been true: our scientific rigor, our deep understanding of a disease, or our trusted partnerships with the clinical community. Heritage can differentiate—if we know how to harness it.

Association and Identity

Rolex isn’t just a watch. It’s Paul Newman. It’s James Bond (though Bond apparently now prefers Omega—another brilliant brand pivot). These aren’t casual celebrity placements. They’re carefully cultivated brand alignments that reinforce core values: timeless cool, precision, grace under pressure.

In pharma, we might not be recruiting spies or actors, but we can still think about our version of “celebrity.” Who tells our story best? The top KOL? The patient advocate? The social media influencer? The frontline physician changing lives? The associations we make—intentionally—can do more for positioning than any tagline.

Relevance Without Reinvention

Luxury watches are functionally obsolete—but more culturally relevant than ever. Why? Because they don’t just tell time. They tell stories. They convey status, taste, and identity. A Rolex isn’t about the movement inside. It’s about the movement it represents—who you are, or who you aspire to be.

For us, the takeaway is obvious: the best brand positioning isn’t just rational. It’s emotional. The clinical data matters—but so does the feeling the brand evokes. Do people see themselves in the brand? Do they believe it reflects their own values or aspirations?

Time-Tested Strategy

So yes, the Acquired podcast made for an unexpected breakfast brainstorm over fresh blueberry pancakes and cappuccinos. As we continue helping brands find their voice in a noisy, complex market, maybe the world of luxury watches has something to teach us: don’t just chase innovation—build meaning. Don’t just lead with features—lead with feeling. And when in doubt? Ask yourself: would someone choose to wear this story on their wrist?