The general image of Rolex is that it is a "luxury watch" and "sells at a high price".
Why did such an image take root?
First of all, about the image of a "luxury watch".
One of the reasons why Rolex's image of luxury watches has taken root is that watches have been a well-known watch brand since they were recognized as luxury items.
Nowadays, many watches that are cheap and highly practical are on sale, but in the old days when technology was not advanced, the image that "watches are luxury goods" was strong.
Rolex was a success in such an era. Rolex is the first highly practical watch to be equipped with features not found in other watches, which will increase its name recognition at once.
Then, with the sale of "a highly practical watch," we actively promoted it to the wealthy by using advertisements.
The image that "wealthy people should have Rolex" is firmly established because of the reward of advertising activities.
That image continues to the present day, and the image that "Rolex is a luxury watch" is widely established.
Next, about the image of "selling at a high price".
Rolex watches are characterized by selling at high prices even on older models. The recognition is universal, and it is said that even if the wallet is stolen, there is no problem if you have one Rolex.
Rolex's strategy is one of the reasons why it sells at high prices forever.
Rolex has firmly established the image of luxury watches, so even if demand increased, it was not mass-produced.
While the distribution volume is small, if the demand is high, it will be recognized as a watch with high rare value.
That's why Rolex watches sell at high prices.