It's not about liking. Rolex is by far the brand most present in my collection, and I love it. Personally I like it over Omega pound for pound, at least at the moment I acknowledge the edge omega brings technologically but to me, to almost quote you, it does seem sometimes a little too Swatch. But they do have the GM, the RM and the AT and of course the reliable work horse: the speedy. They do have some incredible vintage pieces and a solid history.
Rolex just resonates more with me at the moment. It didn't use to, but it does now. But being the first at something doesn't make it a luxury item or Ford would be above any other car brand in the planet in luxury and Tesla about last.
Anyway the brand you want to align with it in cars is irrelevant, as is whatever I like; point is what Rolex is excellent at is mid-level tool watches. Watches that are reliable , well engineered, well designed and at their core simple and almost utilitarian in their beauty and purity. With exceptions of course.
Outside of the preconceptions of many I don't see how rolex is more bling than what omega and others bring to the table. A sub, an explorer, a simple datejust or OP or DD are as simple as it gets and are less present than a Planet Ocean or a Brietling.
But Rolex made its name as a watch to wear at work....when work tales place in environments that are a little tougher than most. Hence the need for water proofing, shock absorption, anti magnetic qualities etc etc. These are workmen watches...affluent workmen. How the market has placed Rolex in perception and price is more a reflection of excellence and marketing than luxury.
At least I think so, and certainly the broader horological world sees it that way too.