How does the rolex watch positioning itself in the market?

Rolex positions itself as a tribute to Excellence, an object of passion and a symbol for all times. The Rolex positions itself on both functional and emotional grounds. Initially, it was self-winding, water-resistant and durable stainless steel watch but with time it has incorporated the sporty style and sophistication. Now Rolex is a status symbol and the token of success on the wrist of an individual.