I think Rolex should stick with their non gemmed non blinged watches as these jewelled versions tend to cheapen the brand. But where there is money to be made....
You do not want and I do not want but there are thousands of others who will want it, especially those who do not know where to park their money.. As long as the name 'Rolex' is on the dial, it sells. (Not Cellini, unfortunately.) Just ask any unborn baby...