Luxury, Location, And Cultural Logic: Rolex's Internationalisation Between the United Kingdom and the United Arab Emirates

The luxury watch industry is experiencing significant shifts as established Western markets face slower growth while emerging luxury destinations continue to expand. This study examines Rolex’s internationalisation strategy through a comparative analysis of the United Kingdom (UK) and the United Arab Emirates (UAE), two markets that differ considerably in their economic, cultural, and institutional characteristics. The research integrates Dunning’s Eclectic (OLI) Paradigm and Hofstede’s Cultural Dimensions Theory to evaluate how firm-specific advantages interact with local market conditions. A Market Attractiveness and Competitive Strength (MACS) framework is employed to assess the relative attractiveness of each market and Rolex’s competitive position within them.

Internationalisation, Rolex, Culture, Luxury, Location

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