For something many many people have. They will probably spend their money or maybe even spend more on a less known brand. Personally I would feel angry if after buying a Rolex I would be put on the same level of somebody, who does not care about watches at all. This not because I am a snob but because I do not like people, who acquire something only to show their social status. For this reason I think that Rolex betrayed some of its intrinsic values because also Omega could improve its annual production but they are simply not interested. Best.