It depends on various factors - not least on one's own income. With Rolex, however, it's a bit more complicated, as Rolex has managed to be more than just a brand. Wearing a Rolex is more of an achievement in life. Although other brands produce more complicated, (in terms of price-performance) better watches, you will certainly be approached more often to wear a Rolex on your arm than a Grand Seiko, JLC or AP.