I can't say if Rolex is cheating the system, but what "good work" is it they are doing from a charity perspective? Since there are no numbers published for what they do as a charitable organization, let's just say I am skeptical of what they really do and how much they really spend.
There's no doubt the money is funneled up to the charity, as I suspect that's where it can be invested and the proceeds from that protected from further taxes. It's a win-win for them, aside from the money they lost in the Madoff scandal...but by all estimates they appear to have a huge pile of money they are sitting on, so much so that what they lost in that scandal wasn't apparently a big deal.
One reason this whole charity narrative bothers me a little personally, is that the company is seriously the most ruthless and cut throat in their business operations of any watch company. They have proven time and time again that they will do as they please no matter who it hurts...the way they act in their day to day dealings is not very "charitable" to say the least.
Cheers, Al