86% of millennials prefer brands that give them a more adventurous and tech-forward experience. To reach a new generation of millennial consumers, Rolex is going to give them the ultimate tech adventure: a new limited edition NFT Collection and a set of exclusive storied Rolex Watches from their Deep Sea Collection.
NFT collection on OpenSea:
Rolex Deep Sea Watches are tested under extreme conditions. They’re always seeking excellence. So what better theme for the NFT collection than the OG elements of any adventure: earth, wind, water and fire.
Rolex. Time for A Challenge.
And for every elemental NFT, a physical Rolex Watch will be placed at a corresponding location. The winning bidder of the Rolex NFT, also earns a Rolex Watch from one one of the most extreme places on Earth.
Fire
As the Fire NFT debuts, the Fire Rolex Watch will be placed in a locked box at the peak of Ol Doinyo Lengai in Tanzania, which has some of the hottest, fastest flowing lava in the world.
The hottest volcano in the world - Ol Doinyo Lengai, Tanzania
Water
When the Water NFT launches, the Water Rolex Watch will be placed in a locked box at Challenger Deep, the deepest known point of the seabed of Earth.
Deepest point on Earth at Challenger Deep
Wind
When the Wind NFT debuts, the Wind Rolex Watch will be placed in a locked box at the Commonwealth Bay in Antarctica, with the strongest wind gales on the planet.
The strongest gales on on Earth in Commonwealth Bay, Antarctica
Earth
As the Earth NFT rolls out, the Earth Rolex Watch will be at placed on top of Mount Everest, the highest point above sea level on Earth.
Tallest peak on earth on mount Everest
Rolex website announcement:
Print:
Elevated tiktok influencers talking about the new Rolex NFT:
OOH:
Media coverage:
NFT winners:
Winners will receive a one-of-a-kind NFT to display online and at-home on a digital canvas.
Virtual NFT display rooms:
And they’ll get to watch the journey of their real-life watch as a qualified Rolex Team retrieves it from the ends of the Earth.
Social:
And the whole world can watch with them, live on Twitch.
Partnership:
14% of the proceeds from each NFT sale will go towards World Wide Fund for Nature to support their work in preserving the planet’s natural environment (honoring the year 2014 when the Rolex Deepsea Collection of watches was launched).
Art director Mila Ugryn, copywriter Sarah Latz