Rolex has succeeded in creating a name that is synonymous with status and success. When someone wants to reward themselves or mark a personal achievement, the purchase of a Rolex has become a natural choice. Buying a Rolex as a form of personal indulgence is not only an accepted norm, but is also applauded by consumers. This suggests a highly emotional connection between Rolex and their buyers. The unwavering brand value of Rolex is an integral reason for this high level of consumer loyalty.