Hype is a sad state of things today and not just in watches, however Rolex to me represents all the values I look for in watches in this segment. Not just the product which is impeccable, the history, brand integrity, service and product development...
Second I’ll place Patek, for the same reasons but at the way higher lever in horology...
Sure there’s other very good brands that I like, but as I see it(maybe wrong), Rolex sets the trends not follows them...