Rolex has currently the best mix of reputability, brand recognition, perceived value, etc… AND, at MSRP, the ratio price/quality is really good for Profesional SS models, or at least good enough for the masses to badly want one.
As an aside, I own three of them, and I can fault them much, and will even go on record to say that their bracelet are outstanding, and allow for the needed fine adjustments that often lack on some of the Omega products.
This is why everybody, especially consumers that are currently fixated on appearance and social status, aspires to purchase a Rolex (and not. JLC), and why in turn, it is currently very difficult to find one at a retailer.
As far as their manufacturing lines, I believe them to be well optimized for a set maximum output per year, and I don’t see how it would make sense for their long term benefit, that they would suddenly try to expand their manufacturing capability.
Of course, to each their own, but I am not surprised the least to see that Rolex and Tudor have a lot of success at the moment. They have been building this for a long time now… and I do believe that one last element of the Rolex brand is the relative stability that they display in their range of products (just like the 911 or the G-Wagen): people are dizzy when seeing the pace of changes in the world, and it does seem reassuring to get a product that seems more stable, consistent and coherent.
Anyhow, I don’t want to sound like a Rolex fan-boy in the OF, so here is my latest acquisition which has taken the spot of my Sub for now:
