Long live those years indeed Toby, and welcome to our Club.
There are plenty of reasons, and a long story behind, that explain why Rolex is more than one step ahead of the rest.
It’s truly hard to summarize the Rolex saga in one go.
One major point is that they have always set up a clear strategy, offered a reasonable product portfolio and worked hard on producing sturdy luxury sports watches you can virtually wear under every condition, ranging from formal to business casual.
Also, they’ve applied a “continuous improvement” process. Take a look at a Porsche 911 as a great example: evolution rather than revolution paired to an upmarket communication strategy, in the benchmark.
Finally, they’re not a public company, which means they can manage the offer vs demand curve as they prefer, other than working hard with building the Rolex’s heritage and appeal over the years (thematic auctions, great celebrities of the past).
Again, please take the above a super quick summary of what I do think.