It is. "We are not in the watch business. We are in the luxury business" - former Rolex CEO.[1]
Rolex was originally a maker of working watches for rugged environments. Pilots and divers might wear one.
Today, the watch of choice for people who need accurate time is the cheap Casio G-Shock.
For about US$100, you can get solar power, WWV corrections, good waterproofing, and resistance to being banged on. It doesn't need any attention. It just works. Popular with military types.
My watch of choice remains the OG Casio F-91W, unchanged since its June 1989 introduction (35+ years!)[1] and still available today for the very nice price of $16.88[2]. They recently added Pink, Blue, Clear, Gold, White, Grey, and Green versions.
Today, the watch of choice for people who need accurate time is the cheap Casio G-Shock. For about US$100, you can get solar power, WWV corrections, good waterproofing, and resistance to being banged on. It doesn't need any attention. It just works. Popular with military types.
[1] https://www.businessinsider.com/why-are-rolex-watches-so-exp...