[yannis]

Hey Seth,
Patek do the same on certain models. Although Rolex could make more money (in the short run) by means of mass production i believe the recipe they have utilized is very successful. I do not disagree with what you say Seth, but a Rolex is like gold in the market because of their very marketing techniques; the quality of products they make is also a considerable factor but Omega makes exceptional quality as well. Rolex are artists in creating demand. Which in turn means that if they turned to mass production like Omega the brand image would lower in the longer run. I know my view is over simplified but you get the picture. A price of used Omega vs a used Rolex is indicative of who is winning the game of demand. Although Omega fares better in recent years it still is behind Rolex on this aspect.
I mentioned Omega as an example only. I am a fan of Omegas by the way.

EDIT: Also Rolex is also mass producing but my understanding from the SS Sports watches is that supply is just enough to meet demand, whereas on certain models it is below demand (D-Blue, Daytona, BLNR etc.).