Moving forward with the success from Bally - a brand that also comes from Switzerland, in 2007, Rolex has brought to Vietnam’s market by Duy Anh Fashion & Cosmetics Co. (DAFC) to enhance the customer experience with high-end products. As for this, DAFC’s challenge is: Rolex has always been a symbol of devotion and perfection in every retail store and service center, for that reason, every standard of distribution and operation is the toughest and Rolex has also penetrated Vietnam market via a different distributor. To “bring Rolex to Vietnam”, actually is a challenge, given the fact that being able to find a persuasive way of approaching VIP customers which result in greater return on investment. Thus, how did DAFC overcome all the challenges, to become the official distributor of Rolex in Vietnam as of now?

From the ability to persuade the brand

The intensive way of approaching customers - establishing all the locations on the market, DAFC settled on the ideal locations for centralization, to prove the fact of “quality before quantity” of all subsidiaries of IPPG. Rolex stores in Rex Shopping Arcade, Diamond Plaza, Trang Tien Plaza are all impressively valuable investments, to accentuate the extravagantes and positioning of the brand. Inside the stores, all the iconic products such as Rolex Datejust - an automatically date changes wristwatch (introduced in 1945), Rolex Oyster - the first waterproof wristwatch (introduced in 1962), Rolex GMT Master - a wristwatch that shows two time zones at once (introduced in 1954), all displayed orderly according to Rolex’s policy for all stores. To bring the luxurious experience that is compatible in value with these extraordinary goods, it is essential that there are integrity and diligence in all of the staff along with numerous internationally and locally trainings, they got invited for a visit at the main factory in Switzerland for a better understanding of the brand and products, to provide all the knowledge not only for sales, but also the story behind it as well as the essential technical facts to gain trust from the customers. They are certified Rolex specialists. That is to say, Rolex stores in Vietnam of DAFC are all polished in brand, location, architecture, and human resources that are similar with other stores within the region, and that is the key to success with Rolex.

 inside a Rolex store Vietnam 

To persuading the customers

Other constitutive prejudice regards imported goods tax, authorized Rolex watches distributed by IPPG are slightly different between retail price with wholesale price of other markets within the same area as a result of negotiation skill of the leader, as well as being the exclusive distributor. This is also a significant endeavor in obviating counterfeit consumer goods of Rolex at that time. After successful negotiation of reasonable price, DAFC continuously penetrate into the market by prioritizes the factors high-class consumers such as after-sales service, or brand authorized warranties in Rolex Service Centers. Gradually, DAFC made customers believe that they truly “brought Rolex” to Vietnam, with all store standards, services for Vietnamese customers, not only with the purpose to bring the luxurious Switzerland watches as a contribution to small businesses at that time. When there are profits, DAFC can take advantage of these to negotiate conditions and terms with brands, or policies related to distributor’s and brands’ rights, from that time, there will be more benefits for the consumers, in purpose to build loyalty between the customers with DAFC.

 Rolex store at DAFC 

When this strategy succeeds, this business model will be widely recognized and adapted by other fashion brands. Until the end of 2018, the total of high-end and mid-end distributor stores of IPPG are 200. That is to say, Rolex is a prosperous bridge to connect all the present and future high-end fashion brands of DAFC in particular and IPPG in general.