There are many many beautiful watches from many luxury brands. I have never really wanted a Rolex. I can't afford their ridiculous prices anyway. Omega. For example maker much nicer and arguably better watches than Rolex. Rolex have become a money making machine for those fortunate enough to buy and flip them . Am I jealous? Maybe... But I can build a collection of Omega.Panerai.Tudor( part of Rolex I know) Gran Seiko etc etc for the price of One Rolex.