Geographic  Worldwide  Over more than half of Rolex market remains in United States, Hong Kong, China, France & Singapore. Demographic  Age Group: There is no particular age group targeted. Teenagers that come from rich family backgrounds are able to afford luxury brands. The higher percentage of the targeted age group are the adults ages 21-35, which covers most of the total age segment, reason being they earning stable income and able to afford for themselves luxury brands. There are also some groups of people that save money until they’re 50 to experience having luxury items.  Gender: Both Male & Female Education: I believe basic education is required in order for people to have a general understanding to the luxury product they desire.  Income/ Family Status/ Social Class/ Occupation: Luxury brands are often targeted at the richer people. It also affects the income level/ social class/ family status of an individual, as the watch is generally targeted for all who enjoy living in luxury and how they choose to spend their leisure time. Psychographic The VALS Diagram Believers Personally I fell that some people are so used to living in luxury are labeled “Believers”. They choose to live with well established brands which allow them to be in their comfort zone. They use brands like Rolex and are loyal customers. Achievers The