It would seem that Rolex is keeping a hold on the youth market as matching Rolexes become the new signifier of a young celebrity relationship.
The X Factor judge Tulisa Contostavlos became the latest star to double up this Christmas as she and her footballer boyfriend Danny Simpson flashed their his ‘n’ her Rolex watches on Twitter. Simpson got a gold Daytona in his stocking while the N-Dubz singer received a ladies model with a diamond-set bezel.
This public celebrity Rolex couple moment follows international singing star Rihanna and singer boyfriend Chris Brown showing off their matching Rolexes back in November. Brown opted for a gold Skydweller while Rihanna chose a bi-metallic model.
In October Mintel released a report that said Rolex is the most coveted watch brand among UK consumers aged between 16 and 24 with a near even spread between women and men.
Rolex also signified its interest in keeping up with a younger generation when it announced its sponsorship of Formula One last year.
At the time Rolex chief executive Gian Riccardo Marini said: “In our respective fields, Rolex and Formula One embody the spirit of adventure, superlative engineering and a strong desire to push the limits of technology. These aspirations are enormously appealing to younger generations.”
