• ClickZ Watches
  • Posts
  • ClickZ Watches | Rolex’s Pistachio Dial Is More Than Just a Trend

ClickZ Watches | Rolex’s Pistachio Dial Is More Than Just a Trend

Plus: Rolex and Omega adjust pricing amid tariffs—here’s how marketers should react.

Author

Sophie Bruxner-Randall
April 30, 2025 • Estimated Reading Time: 8 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Watches, your essential newsletter for watch eCommerce professionals.

Editor’s Pick 🌟

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

  • ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

  • 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

  • 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Sector Spotlight 🎥

LUXURY WATCH INNOVATION

Omega’s legacy of watchmaking spans technical milestones like the Moonwatch’s NASA association, pioneering dive models such as the Marine, and modern bestsellers including the Seamaster and MoonSwatch collaboration. These diverse product stories offer robust branding, influencer association, and innovation benchmarks essential for savvy marketers.

LUXURY WATCH INNOVATION

Rolex’s 2025 Oyster Perpetual, priced at $8,000, introduces a matte pistachio dial with six-layer lacquer, refined case details, and a 70-hour power reserve, aligning with evolving consumer preference for softer, sophisticated luxury. This model offers marketers insight into leveraging color trends and subtle design updates to refresh heritage products.

LUXURY PRODUCT LAUNCH

Breguet’s 250th anniversary Classique Souscription 2025 merges heritage luxury with contemporary materials, showcasing a one-hand 18K gold timepiece priced at $45,700. For marketers, it represents how brands leverage storytelling, exclusivity, and material innovation to strengthen luxury positioning and target affluent watch collectors seeking distinction.

PRICING STRATEGY SHIFT

Rolex will raise U.S. prices by an average of 3% starting May 1 in response to a 10% tariff on Swiss imports, reflecting how global trade tensions impact luxury consumption. Rival Omega plans a 5% increase. Marketers should anticipate downstream effects on demand, positioning, and secondary market dynamics.

LUXURY PRODUCT INNOVATION

Rolex’s 2025 GMT-Master II release debuts green ceramic and tiger iron stone dials, diverging from traditional designs and positioning the brand as a leader in luxury watch material innovation. These new dials offer unique product differentiation, creating fresh market storytelling opportunities for luxury marketers.

LUXURY WATCH TRENDS

Watches and Wonders 2025 showcased strategic moves by luxury brands—Rolex returned with its Land-Dweller after 13 years, Bvlgari set a new record for thinnest watch, and Hermès introduced playful innovation—all signaling a renewed emphasis on high-tech design, heritage storytelling, and unique differentiation. Marketers should note the dominance of limited-edition launches and gold trends, signaling consumer demand for exclusivity and experiential luxury amid industry challenges like US tariffs.

Influencer Corner 📣

Meta Ads vs. Google Ads: Which One is Better for D2C Brands?

Meta ads excel at:
👉 Building brand awareness.
👉 Nurturing new customers with engaging content.
👉 Retargeting cold leads who didn’t convert initially.

Google ads are great for:
👉 Capturing demand when people are actively searching for solutions.
👉 Generating high-intent traffic with low CPC.
👉 Converting cold leads into paying customers quickly.

Which one should you focus on?
👉 Meta ads work best if you’re focusing on top-of-funnel and brand-building.
👉 Google ads work best when you’re ready to convert customers actively searching for your product.

Rumour has it that OpenAI might be quietly working on a native Shopify checkout inside ChatGPT.

Apparently ‘leaked’ code shows:

👉 'shopify_checkout_url'
👉 'buy_now'
👉 'product_offer_ratings'

No redirects. No search. Just chat, compare, and buy in one flow. Unconfirmed, but catching attention.

If this happens?

Google, TikTok, even product pages as we know them are all about to change.

Optimization Hub ⚙️

SEARCH INNOVATION

Generative Engine Optimization (GEO) integrates traditional SEO with AI-focused strategies, ensuring content is both visible in classic search results and cited by AI models like ChatGPT or Perplexity. Marketers must structure content to answer specific questions, prioritize authority, and track AI-driven citations. Adapting to GEO is essential for maintaining discoverability in an AI-driven search landscape.

DISCOVERY COMMERCE INNOVATION

TikTok Shop’s newly released playbook, developed with Accenture Song, provides marketers and brands actionable frameworks for driving growth through discovery commerce, leveraging real-time creator content and robust measurement. With TikTok Shop rapidly capturing eCommerce market share, ignoring these trends risks falling behind competitors capitalizing on content-driven online retail.

INNOVATIVE PERSONALIZATION STRATEGIES

Cookieless personalization is reshaping digital marketing by requiring brands to use first-party and zero-party data, contextual targeting, and server-side solutions instead of third-party cookies, ensuring compliance with privacy regulations like GDPR and CCPA. This shift enables marketers to maintain effective, consent-driven customer engagement while safeguarding user privacy. Marketers must adapt quickly to sustain relevance and trust.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

ClickZ is a Contentive publication in the DTC eCommerce division