Rolex brand positioning over the years

[watchfan0529]

There are some who view that Rolex has been trying to "move up" in the market at the same level as Patek or AP, which is why their prices have gone steadily higher over the years even after adjusting for inflation. Would you agree to this statement?

To those more senior in this forum, how do you recall Rolex and its image when you were younger? Was it already the Rolex that we know today?

Some argue Rolex wasn't a luxury brand to begin with and that Submariners and the professional models were merely tool watches. However, imho looking further in Rolex's history, it seems that Hans Wilsdorf wanted Rolex to compete in the big leagues since the very beginning, which is why he kept making second-tier brands and eventually settled with the brand Tudor.

Share with us your thoughts!