…are the new releases a step to move the brand more upmarket?

[sunnygps]

I don’t think their strategy is to move upmarket. However, the timing is right to produce and sell high margin PM watches, with diamonds and all.

The current market is accepting it and can be sustained for a few more years. The social media hype, combined with many thousands of more buyers with disposable income to easily afford these highly priced Rolex watches is driving Rolex to adjust their product strategy.