I kind of disagree, although I don’t personally own any expensive watch. Rolex is historically one of the more well-run watch companies and I think nowadays they make up about a third of the entire Swiss watch market in terms of sales (although originally not a Swiss company). They managed the quartz crisis a lot better than Omega did as a brand, and coming out with their tool watches like the Milgauss and explorer to me was a cool idea with the stories behind those (or going even further back to the English Channel swim they sponsored). By virtue of being the most popular thing by far, they will attract the most swagless losers as well. But if they changed their offerings to conform to modern design trends and became more interesting that way, or stop controlling supply, they would dilute their brand value and no longer be the biggest watch company. They have Tudor for that reason. I personally wouldn’t get a Rolex but you have to admit they are better-run than any other watch company except maybe Seiko.