The Best One Yet ⌚ “Watch University” — Rolex’s apprenticeship. Advent Calendar Marketing. Ken Burns’ loooong strategy. +3am Cyber Monday.
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Dec 1, 2025 Rolex reveals that the Apple Watch has surprisingly boosted its sales. Luxury brands like Kraft and Dior are hopping on the advent calendar trend, making it a marketing goldmine. Ken Burns emphasizes that long-form storytelling can still captivate audiences and outshine shorter formats like TikTok. Plus, a new shopping phenomenon has emerged, with consumers flocking to shop at 3 AM on Cyber Monday. It's a fascinating look at how traditional and modern marketing strategies collide!
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Midnight Is The New Peak Shopping Hour
- Cyber Monday shopping spikes in the middle of the night, especially around 3 a.m.
- Zip Finance found 48% of shoppers now make big buys after midnight and 1-in-15 purchases occur midnight–6am.
Apprenticeship As Market-Building
- Rolex's apprenticeship program builds industry-wide capability rather than hoarding talent.
- CEO Jean-Frédéric Dufour says a healthier Swiss watch industry helps Rolex sell more watches.
Competition Can Expand Your Market
- Rolex views the Apple Watch as a category-expander, not a killer.
- Jean-Frédéric Dufour says Apple Watch grew the wrist market and willingness to pay.