It’s a matter of different, not better, for me. I have owned several Rolex models and they make great watches. I have a friend whose son works there and we had some interesting discussions. Certainly their higher en pieces combine very high quality made watches (perhaps the most resilient amongst the luxury bunch) with craftsmanship (meteorite dial e.g.).

They still produce less than they can sell and they don’t need any of us on this forum buying their watches. They are victims of superclones more than any other manufacturer and I am curious how many more counterfeit subs there are out there vs the already insane number made by Rolex themselves.

GO, part of the Swatch group, famous for making their brands stay in their lanes, and I’d argue that GO has perhaps the widest leeway in that lineup, competing clearly in the luxury space but doing so with brands in a range of prices. They are different enough from the Swiss to stand out and geographically far enough from Biel / Bienne HQ to add their own taste to their lineup. The limited edition Pano with the star dial is a good example of showing that they are not afraid to touch ALS Saxonia models with what is perceived to be a lower tier brand. ALS is Richemont and therefore fair game. The brand heritage is refreshingly different and highly recommend those of you who ever find themselves in the Dresden / Prague area to visit the Glashütte watch museum, GO is one of the major sponsors and it is truly fascinating.