Rolex 'family' celebrated in documentary series (trailer)

Who says you can't please everyone? Luxury watchmaker Rolex gives it a good shot with a documentary series celebrating the achievements of its family - "exceptional individuals associated with the brand". From record-breaking athletes to inspiring artists and environmental pioneers, they share stories of the passion and perseverance that have taken them from childhood dreams to incredible heights. As they recall their highs and lows in the face of daunting challenges, these remarkable personalities reveal what it takes to push the limits in their chosen field". The message seems to be taking well - the campaign for the series has already racked up more than 15 million views on YouTube, and lands as the main tennis season opens, with key players past and present reflected in the footage. Rolex has for decades been established as the official timekeeper for Grand Slam tournaments The French, US and Australian Opens, as well as Wimbledon, the British grass-court championship. Rolex, established in London by Hans Wilsdorf in 1905, has always limited its creations, building a high desirability reputation among watch collectors. While models in gold and other precious metals continue to exercise their cachet, modern purchasers are showing preferences for steel-cased creations. Market movements have sparked increased demand for second-hand models among savvy buyers, but one thing seems unchanging - Rolex tells us when it's tennis time.

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