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Rolex has realised that their watches 'as tool watches' are no longer able to compete with digital and other far less expensive brand watches in that category.
At the same time, Rolex wants to market itself as an exclusive premium brand, so its natural in its marketing to promote itself as a luxury brand and only for those who attain high achievement and status in society.
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Most folks are about as happy as they make up their minds to be. ~Abraham Lincoln
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ROLEXploitation - yeah I'm a victim 
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