Interestingly, I just picked up a Milgauss as a holiday present for myself. I have been flirting with the concept of owning a Rolex for a while, particularly as I came to know more about the technical innovations in Rolex movements (eg full balance bridge, Breguet overcoil, parachrome blue hairspring etc). Hoswever, the watches are so ubiquitous that I never could bring myself to pull the trigger on one. With the Milgauss, I can psychically have the best of both worlds: the histroy and technology of Rolex with a watch that does not look like the "usual" Datejusts and Submariners.
Best,
Mitch