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Rolex is a jewelry manufacturer, jewelry is subject to the whims of pop culture and fashion trends. With some shrewd marketing, they have spun up the hype train and for a while it seemed unstoppable. In the end, what goes up, always comes down in the world of fashion and pop culture. I remember when Breitling and then Panerai where in the same enviable position for a short period of time. Not saying Rolex will have the same result but the way they have managed their channel, has really turned a lot of their true customer base off. The other issue that is not a good look is the wrong kind of attention on the brand. Rolex is now associated with potentially being mugged as the criminal element is now savvy enough to understand they can go to an affluent area and find someone with 10K strapped to their wrist and take it from them. Sometimes with violent results. These two issues could be what ultimately turns people off from the brand.
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