Challenge
Carlos Alba Media has serviced the Hamilton & Inches account for The Times and Sunday Times for the past five years, executing a PR and marketing strategy to promote Rolex's evolving collections. Their work transcends simple advertising; it is a nuanced campaign designed to maintain a constant, premium presence for both the retailer and the iconic Swiss watchmaker. Understanding the meticulous nature of the Rolex brand, the agency ensures every piece of content—from detailed announcements of the annual Watches & Wonders releases to exclusive interviews with Rolex-trained watchmakers—is crafted with precision, aligning perfectly with the brand's values of excellence, heritage, and innovation. This involves strategically placing feature articles and exhibition announcements in high-profile supplements to capture the attention of an affluent, discerning readership, ensuring Hamilton & Inches is positioned as the authoritative destination for Rolex in Scotland.
Our Process
Our multi-channel approach seamlessly blends high-impact print journalism with strategic digital amplification. Carlos Alba Media leverages the provided rich editorial content -such as the deep dives into the groundbreaking Dynapulse escapement or the rare Gibeon meteorite dials - across online platforms and social media channels campaigns to drive awareness and attendance for key events like the annual open exhibitions in Edinburgh. By consistently highlighting both the cutting-edge novelties and the timeless appeal of iconic models like the GMT-Master II and Daytona, they keep the Hamilton & Inches Rolex offering at the forefront of potential customers' minds throughout the year, nurturing desire and positioning these timepieces as worthy investments.
Result
A critical pillar of this long-term strategy has been educating the audience on the importance of expert aftercare, a service central to the Rolex philosophy of perpetual excellence. Carlos Alba Media has meticulously communicated Hamilton & Inches's status as a Rolex Authorised Service Centre, producing detailed narratives that demystify the intricate servicing process performed by watchmakers like Nathan Hardy and Katie Little. By translating technical procedures into compelling stories of restoration and legacy—such as the Explorer watch worn in combat—the agency reinforces trust, adds a layer of emotional depth to the brand, and assures clients that their valuable investments will maintain optimum performance and functionality for generations to come.
