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- 👑 How To Steal Rolex’s Crown
👑 How To Steal Rolex’s Crown
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🚀 This Week's Growth Hack 🚀
👑
How To Steal Rolex’s Crown
👉🏼 Most people think Rolex became the luxury watch brand because of celebrity endorsements, sleek ads, or flashy stores. Wrong.
The secret to their $10B brand? Certification.
You see, back in the early 1900s, Rolex started sending their watches to be tested by the Swiss Official Chronometer Testing Institute (COSC). This wasn’t some fun marketing badge like “eco-friendly” or “all-natural.” COSC runs brutal tests on things like temperature swings, precision checks, multiple positions on a machine…. all to prove a particular watch keeps perfect time.
The crazy part? The average person never notices if their watch is 2 seconds fast or slow. Well I should say, that didn’t matter to most people, until Rolex made it a thing.
Early in their history, Rolex began stamping all their wrist watches with “Officially Certified Chronometer.” Suddenly, buying a Rolex wasn’t just buying a watch. You were buying a piece of Swiss engineering proven to be more accurate than everyone else’s. Even if the buyer didn’t really need that level of accuracy, the certification became an invisible hand tipping the scales in Rolex’s favor.
While all their competitors’ ads promoted a sleek design or celeb wearing the watch, Rolex promoted how indestructible and accurate their watches were. Everyone was saying the same thing, so the manufactured something else to say.
This is what I call The Manufactured Edge.
💡 Think about your world:
Agencies: Slap “Meta Certified Partner” or “Google Ads Certified” on your site. Or take it a step further, most agencies have those, but how many have a Databox certification or Taboola certification? Nobody’s going to grill you about it on a client call, but when it comes down to picking between you and another agency, that tiny little badge might push you over the finish line.
SaaS Companies: Get SOC 2, ISO, or HIPAA compliant—even if 80% of your customers don’t care. That 20% who do will pay you more and trust you instantly. Or if none of your competitors have two factor auth but you do, you can really hammer that home.
E-Commerce Brands: Add “Dermatologist Tested,” “USDA Organic,” or even “Certified Carbon Neutral.” Your customers aren’t investigating the fine print, but those micro-signals layer together into trust.
One certification won’t win the game.
But stack a few? You start looking like the Rolex of your category.
👨🏻🍳 Your Recipe
Identify a certification in your industry that sounds impressive, even if it’s not mission critical.
Get it, flaunt it, and bake it into your branding. (see what I did there, bake…)
Repeat until you’ve built a wall of trust badges no competitor can casually replicate.
👉 Great marketers don’t just build trust. They borrow it, stamp it, and certify it.
🤔 Question for you: What’s your Rolex moment? What small certification (that your customer doesn’t really need) could you grab this month to stack the deck in your favor?
See you next week,
MarketingMax
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That’s it for this week!
Talk soon,
Marketing Max
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