Rolex

Swiss luxury watchmaker that exemplifies intrasexual competition dynamics. Originally positioned as tool watches for explorers (Edmund Hillary's 1953 Everest summit), Rolex evolved into status markers for professional hierarchies. The brand facilitates positional arms races among executives, lawyers, and doctors competing for rank.

Rolex demonstrates zero-sum intrasexual competition: when everyone escalates from $5K to $10K watches, relative positions remain unchanged but total spending doubles. The brand spends $50M on sports sponsorships associating watches with elite achievement. Entry Rolex ($5,000-10,000) signals mid-level professional success; Submariner/Daytona ($10,000-30,000) signals senior level.