A leadership lesson from a luxury brand about value, credibility, and what organisations risk when they cling too tightly to control.
Not really about watches –
When leaders hear “Rolex” they think luxury, precision, heritage. What few realise is that Rolex has a strategic response to the second-hand market — not just as a fight against grey-market sellers but as a claim on who gets to define value. This raises a question every leader should consider: if you carefully guard your organisation’s value, who gets to shape it — you, or the market and stakeholders outside your control?
Control feels good — until it doesn’t
Rolex approaches its product and its market with an unusual mindset. Instead of pretending the second-hand market doesn’t exist, it engages with it strategically. That’s not just marketing. It is a choice about reputation, narrative, credibility, and who owns the customer journey.
Many organisations try to hold tight to control — of brand, process, data, message — and miss the fact that control is an illusion. What truly drives resilience and relevance is the ability to recognise where control ends and influence begins.
Trust isn’t granted, it’s co-created
Rolex doesn’t win loyalty because of polished messaging. It wins trust because its legacy and rarity are co-created with users, resellers, collectors, and even critics. Each participant in the ecosystem adds meaning. Each resale communicates confidence in the product. The brand becomes richer because it doesn’t deny the secondary market — it incorporates its energy.
For leaders, the question is not, how do we stop others from interpreting our value? It’s, how do we shape the shared experience that defines our value beyond our walls?
The risk of ignoring the ecosystem
Organisations that treat stakeholders as passive recipients of authority rather than contributors to meaning invite fragility. Market narratives, social media, competitor comparisons, customer stories — these voices exist whether you acknowledge them or not. When leaders try to squeeze ambiguity out of every plan, they also squeeze out connection.
Rolex didn’t win its sense of prestige by monopolising interpretation. It won it by acknowledging that value is lived, shared, and experienced.
Trust and control in leadership practice
Control is appealing because it feels safe. Trust is much harder because it feels unpredictable. But understanding where your influence ends and where your partnership with stakeholders begins is a leadership skill, not a softness.
Leaders who can balance clarity with openness — who can protect their organisation’s meaning while inviting collective value — create cultures that survive change, not just endure it.
A reflection worth sharing
If Rolex can accept the second-hand market as part of its reputation, what market are you refusing to engage with in your organisation? What conversations are you avoiding because you fear losing narrative control? And what value might you unlock if you shared the story with others instead of guarding it alone?
