With demand rising and Rolex limit their supply. Rolex are the most desirable luxury watches in the market. That is the big difference between a private owned companies and public listed. Foolish public shareholder who know nuts about building a long term brand will see only short term profit who demand brand like omega to chunk out as much seamaster and PO to make a quick profit for that year but such short spree sales will soon dry up and ruin everything in the later stages.
Rolex without need to answer to any Tom dick Harry make decision by wise leader at top who has great vision how to make a great luxury watch brand. They are playing a long term game and they are winning.