All of you have totally missed the boat.
Omega is owned by Swatch, which is a public company. They have a fiduciary responsibility to their shareholders to be as profitable as possible in the short-term, so that their shareholders get capital gains and dividends and cause the stock price to rise.
That means mass marketing, revenue maximization and profits for Omega.
Rolex is not a public company. They are owned by a charitable trust. Their fiduciary responsibility is to the charities they serve, their employees and executives. No one else. Therefore, they do not need to squeeze every dollar of profit from each sale. They can also afford to have marketing campaigns that might limit short-term profits for long-term market share.
Why does Rolex do this? Because they can.
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