I bought my Rolex for two reasons.
To see what it felt like to own a Rolex.
To see what it felt like.
For other people to think I owned a Rolex.
And it delivered brilliantly.
In the exact way I wanted it to.
On both counts.
So I don’t regret for a second investing the money.
It was the best £40 I ever spent.
When I say it worked.
I don’t mean it actually worked.
My Rolex told the time correctly for a week or so.
And even though that’s not what the nice man on the street in Hong Kong suggested would happen.
I didn’t mind.
I may buy an actual Rolex one day.
As finances allow.
Because I did like the way it felt.
And with regards to how it felt.
For other people to know I owned a Rolex.
I discovered that I couldn’t care less.
There’s a brand lesson in there too.
For my brands.
And for yours.
And here it is.
Great brands know what they are for.
So have a think.
What’s your brand for?
Because if you imagine.
Even for a second.
That a Rolex is for telling the time.
(Even if it’s a real one).
You’re way off.