{"id":48076,"date":"2025-10-06T11:19:50","date_gmt":"2025-10-06T11:19:50","guid":{"rendered":"https:\/\/daoinsights.com\/?p=48076"},"modified":"2025-10-06T12:50:22","modified_gmt":"2025-10-06T12:50:22","slug":"rolex-mid-autumn-festival","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/rolex-mid-autumn-festival\/","title":{"rendered":"Rolex ties its design to the craft of handmade mooncakes for Mid-Autumn Festival\u00a0\u00a0"},"content":{"rendered":"\n<p>Rolex (\u52b3\u529b\u58eb) has put out a new advert in time for China\u2019s Mid-Autumn Festival. The ad shows a traditional mooncake maker, sculpting the casts that form the intricate designs on the tops of mooncakes. He takes to some sleek, dark wood with a chisel, talking about his craft, but as the ad rolls on we realise he\u2019s actually sculpting the components of a watch. \u00a0<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Rolex Mooncake Ad\" src=\"https:\/\/player.vimeo.com\/video\/1124795317?dnt=1&amp;app_id=122963\" width=\"520\" height=\"293\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>It&#8217;s a savvy bit of creativity by the luxury watch maker. By highlighting the fine detailing in Rolex\u2019s watch components, the advert emphasises the precision, care and artistry that go into its making. But the symbolism is two-fold&#8230;&nbsp;<\/p>\n\n\n\n<p><strong>In Chinese custom, mooncakes are not only a special dessert, but significant gifts exchanged among family, friends and colleagues during the festive season<\/strong>. Rolex\u2019s campaign subtly positions its watches as meaningful gifts for Mid-Autumn Festival: Just as mooncakes are given to express appreciation and best wishes, a finely made Rolex can function as a lasting token of love, respect, and all that good stuff.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"719\" height=\"590\" data-id=\"48082\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114517_082.jpg\" alt=\"\" class=\"wp-image-48082\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114517_082.jpg 719w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114517_082-300x246.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114517_082-400x328.jpg 400w\" sizes=\"auto, (max-width: 719px) 100vw, 719px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"593\" data-id=\"48083\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114520_998-1.jpg\" alt=\"\" class=\"wp-image-48083\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114520_998-1.jpg 718w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114520_998-1-300x248.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114520_998-1-400x330.jpg 400w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><sub>Image: WeChat\/Rolex<\/sub><\/figcaption><\/figure>\n\n\n\n<p><strong>Mainland China and Hong Kong are major markets for Rolex and have been since the 90s.<\/strong> <a href=\"https:\/\/www.fhs.swiss\/eng\/2021_01_28_01_statistics.html\" target=\"_blank\" rel=\"noreferrer noopener\">In 2020, China breezed past both Hong Kong and the United States to become the largest export market for Swiss watches.<\/a> Rolex became incredibly popular during this boom in the luxury market, cementing its image as the ultimate status symbol among Chinese consumers. <a href=\"https:\/\/daoinsights.com\/news\/rolex-becomes-most-desirable-luxury-watch-brand-in-china-amid-market-reshuffling\/\" target=\"_blank\" rel=\"noreferrer noopener\">In 2022 Rolex was crowned the most desirable luxury watch brand in China by Morgan Stanley analysis<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"709\" height=\"930\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114440_644.jpg\" alt=\"The mooncake maker\n\" class=\"wp-image-48081\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114440_644.jpg 709w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114440_644-229x300.jpg 229w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/10\/Weixin-Image_2025-10-06_114440_644-400x525.jpg 400w\" sizes=\"auto, (max-width: 709px) 100vw, 709px\" \/><figcaption class=\"wp-element-caption\"><sub>Image: WeChat\/Rolex<\/sub><\/figcaption><\/figure>\n\n\n\n<p>So. Smart marketing? Well maybe. In Mandarin and Cantonese, the phrase for \u2018to give a clock\u2019 (<em>s\u00f2ng zh\u014dng<\/em>, \u9001\u949f) sounds identical to \u2018attending a funeral\u2019 or \u2018bidding the end\u2019 (<em>s\u00f2ng zh\u014dng,<\/em> \u9001\u7ec8). Because of this homophone, giving a clock or watch can be associated with death, the end of life or a wish of misfortune. Rolex\u2019s brand image is probably more than strong enough to outweigh superstition. If not, they better pray anyone bearing grudges this Mid-Autumn Festival also has money to burn.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rolex (\u52b3\u529b\u58eb) has put out a new advert in time for China\u2019s Mid-Autumn Festival. The ad shows a traditional mooncake maker, sculpting the casts that form the intricate designs on the tops of mooncakes. He takes to some sleek, dark wood with a chisel, talking about his craft, but as the ad rolls on we [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":48078,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[66,62,127],"class_list":["post-48076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-fashion-retail","tag-news-marketing-branding","tag-occasions-mid-autumn-festival","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rolex Mid-Autumn Festival ad compares watches to mooncakes<\/title>\n<meta name=\"description\" content=\"For Mid-Autumn Festival Rolex has compared the craft of watchmaking to that of handmade mooncakes. 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