Rolex actually has something unique, which is the Swiss motion that very few brands have, and I believe it is the best Swiss motion rated at 7 ticks per second? Basically it ticks in such a way that it appears to be one constant smooth motion.
I would relate Rolex to Apple more than anything else, due to their amount of control over their marketing. Like Apple, they only sell their products through select retailers, and have strict price control. They never go on sale, and retain their value. Dealers are not allowed to undercut prices, and actually cannot advertise the Rolex name online. Only recently have they been allowed to give small discounts due to the economy hurting sales, but it's nothing spectacular.
Like some have said though, they are not the best, just the best marketed high end watch. I am biased towards Paddock, which I guess you could say is the TRUE Bose of watches. 250,000 dollars for a watch face with a LEATHER band. Now there's a rip off for a name.
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