For me it is the history and aura of the brand in the background but equally fascinating the timeless design and elegant understatement.
It is a nice feeling to wear an example of the best watch brand in the world with most people not knowing.
The perfect and impeccable movement and overall finish.
A true gentleman's watch.
After having run through almost all important brands I'm ready to sell a few and get my second PP, the 5296R-010 being the current object of desire, to complement my only PP up to date, the 5167A.
On a side note, having ignored Rolex for many years as being too generic (even though Rolex was my first luxury watch), it now represents my second favorite brand.