The coolest [production] watch out there in conceptual terms, IMHO, is f p journe's chronometre a resonance. I think it looks nice too but the idea, if it actually works, is really neat.
this is a good article describing Rolex's standing in the watch market
http://www.chronocentric.com/watches/brands.shtml
Brian: actually Rolex has not always used their own movements, until a few years ago they were using Zenith movements in their hugely popular Daytona model.
That's one of the reasons I bought my Zenith El Primero. The other is it is/was probably the most accurate Swiss Chronometer. The third is it looks very, very nice - understated and classic.
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