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He’s successful, likes status symbols and has no idea about what he wears on his wrist: The stereotypical Rolex owner. But a closer look at the world of wearer types reveals a huge variety from passionate watch lovers to Hollywood superstars, big politicians and world-class athletes. We take aim at the target groups of the most famous Swiss watch brand and answer the crucial question: “Who wears Rolex?”
Status is not everything: The different types of carriers
No one can deny it: Due to its big name and enormous recognition, Rolex watches are purchased by more buyers with prestige intentions, in percentage terms, than other watch brands. Those who want to express their financial success and aspiration to greater goals could hardly choose a more powerful symbol than the five-pointed crown on their wrist. Another, also considerable, part of enthusiasts consists of enthusiasts fascinated by the technical milestones, cultural influence and timeless designs of the top Geneva brand. In extreme cases, we are dealing with downright nerds who know every single reference from the company history of the manufacturer founded in 1905. In the face of these two sample images of the Rolex owner, it is often forgotten that above all the choice of watch model has a certain explanatory power about the type of wearer.
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Which watch prefers which wearer?
We all know that 99 percent of the time, a Submariner is not worn by divers, an Explorer is not worn by mountaineers, and a Cosmograph Daytona is not worn by race car drivers. But even the “real” types of wearers – from bankers to scientists – vary widely by watch type. The Submariner, for example, is increasingly worn by people who have always dreamed of the ideal Rolex on their own wrist and appreciate robustness.
The same applies to proud Oyster Perpetual or Datejust watches or their owners, who, unlike Diver customers, prefer a particularly classic, elegant appearance and are often looking for a relatively affordable entry into the Rolex world. The Air-King also provides the latter to any wearer, but differentiates itself from the aforementioned bestsellers through its exotic factor and aviation history. So, as in the case of the Milgauss, there are many technology enthusiasts among the Air King customers. The same is true of the Explorer, which attracts enthusiasts with a passion for the outdoors and a love of nature. The Cosmograph Daytona is a different story: Its racing history makes the chronograph a favorite of all men with gasoline in their blood, but it also serves representative purposes with prestige factor first class.
Great figures of history: Rolex wearers in politics
Keyword representative: A look back into the 20th century reveals an enormous spread of crowned watches in the highest circles of politics. Not only Che Guevara and Fidel Castro, who turned a socialist eye when purchasing their GMT-Master and other models, but also French presidents Chirac and Sarkozy preferred the top Geneva brand. And who wears Rolex from German politics? Reading names like Konrad Adenauer, Ludwig Erhard, Joschka Fischer and Christian Lindner, one can see a cross-party popularity. John F. Kennedy achieved particular fame as a Rolex wearer, whose Day-Date was a gift from Marilyn Monroe, including a personal engraving. Thus, the Day-Date achieved the status of a “President” before officially receiving this epithet due to its popularity with US presidents. Not only Kennedy’s predecessor Eisenhower and successor Johnson, but also Ronald Reagan, Barack Obama, Donald Trump and Joe Biden were often photographed with the five-pointed crown on their wrists and were convinced wearers.
The top tier in Hollywood?
The world of celebrities in film and music is richly filled with convinced Rolex wearers. In addition to Bond actor Daniel Craig (Bond currently wears Omega watches), who owns several models from the luxury manufacturer ranging from Datejust to Cosmograph Daytona, action film actor Jason Statham also relies on the robustness of the Geneva timepieces and cultivates a particular fascination for vintage models.
Another Rolex enthusiast is Robert Downey Jr., who owns a green Submariner “Hulk,” among other watches. And who wears Rolex among the absolute top earners in the film industry? Not only Will Smith, who owns a diverse range from a “modest” Submariner in stainless steel to the ostentatious Sky-Dweller in Everose gold, but also Mark Wahlberg appreciates all metals of the watch manufacturer. He is often spotted wearing stainless steel versions of the Daytona, but is happy to pull out the more valuable metal versions of the chronograph from his collection when needed – from the platinum reference 116576TBR to the white gold 116509, the former singer’s collection is confidently positioned. Dwayne “The Rock” Johnson, the highest-earning actor of 2020 with 87.5 million euros, is also a wearer and has fulfilled childhood dreams with his first Swiss watch.
Sporty wearers from Pelé to Tiger Woods
In the sports world, tennis players and golfers in particular are closely associated with the Rolex brand. First and foremost, Roger Federer, the Swiss luxury manufacturer’s iconic brand ambassador, wears everything from the simple Oyster Perpetual to the Daytona, but Ana Ivanovic and Maria Sharapova also love the crown on the dial. The same goes for golf legends Tiger Woods, Bernhard Langer and Martin Kaymer. Arguably the greatest basketball player of all time, Michael Jordan, maintained a lifelong relationship with the brand, as did the brightest star in the soccer sky, Pelé. David Beckham, Karl-Heinz Rummenigge and Oliver Kahn have also declared themselves to be convinced wearers of the famous Swiss watch brand. We find it impressive how many sports some of the biggest luminaries rely on Rolex and could continue the list forever – from ex-Formula 1 driver Mark Webber to ski racing legend Lindsey Vonn, the sheer number of celebrity brand followers is staggering.
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Rihanna, Miley Cyrus, Ellen DeGeneres: Famous wearers
If we turn our focus to the ladies’ world, we can by no means see a reduced popularity of the company founded by Hans Wilsdorf. While Rihanna recently showed herself on Instagram wearing the exotic Rolex King Midas designed in the 1960s by watch designer icon Gerald Genta, Miley Cyrus is fascinated by bright colors and wears a gold Cosmograph Daytona with gemstone trim in rainbow colors. The ultimate queen, however, is Ellen DeGeneres: The famous U.S. show host loves the Daytona above all else, but also likes to reach for vintage rarities in the six-figure price range.
The brand is also coveted among female Hollywood stars: in addition to Reese Witherspoon and Jennifer Aniston, who each own yellow gold models of the Day-Date, Sofía Vergara, who, like Ellen DeGeneres, fancies the Daytona, is one of the most prominent Rolex wearers in the international film world.
