Heritage, carefully opened.
EAE Business School group project / speculative academic strategy, not official Rolex client work
A 31-slide collaborative brand strategy presentation, “Rolex Brand Expansion and Distribution”, completed as a group project at EAE Business School, Barcelona, exploring how a heritage luxury house might reach younger luxury buyers through controlled distribution, proposed country-exclusive watches, and researched market entry in New York, London, and Shanghai.
carefully opened.Brand Expansion & Distribution · 31 slides
EAE Business School, Barcelona · Group academic project by Royed Yakub, Joshua Hubbard, Miguel Del Pino, Emil Tamayo, Jordyn Zhu, Biruk Ermias, and Craig Wesoloski, completed during Royed’s Master’s in Management / International Business studies. A speculative student strategy exercise, Rolex is the case subject, not a client, and no affiliation, approval, or implementation is claimed.
The challenge
How does a house built on heritage and exclusivity speak to a younger generation of luxury buyers without diluting what makes it coveted? The presentation frames this as a balance between openness and control.
The strategic lens
Heritage and exclusivity stay at the center. The group’s proposed approach grows desire through controlled distribution rather than volume, protecting scarcity while creating new, deliberate points of entry into the brand.
The creative proposal
Proposed country-exclusive watches give each market its own reason to engage: limited, place-specific editions that reward local knowledge and collecting culture, presented as a speculative concept within the academic exercise.
Market research
The presentation researches proposed market entry in New York, London, and Shanghai, three cities with distinct luxury cultures, examining audience, retail context, and distribution considerations for each.
Royed’s contribution
Group project · Royed collaborated with Joshua Hubbard, Miguel Del Pino, Emil Tamayo, Jordyn Zhu, Biruk Ermias, and Craig Wesoloski on the 31-slide presentation. Individual section ownership to confirm; no sole authorship is claimed.
The deliverable
A 31-slide collaborative presentation on brand expansion and distribution. The original deck has not yet been transferred to this portfolio; the cover and section highlights shown here are illustrative editorial compositions, not slides from the deck.