Tell me, what is this "bad rep" you fear? That Rolex represents luxury and is a symbol of status worn by wealthy, successful, and confident men? That millions of people are mistaken and the world's #1 luxury brand is actually intended to be subtle? That a status symbol deeply ingrained in culture as such in books, movies, television, music, videos, and print for more than 50 years has happened by mistake and that Rolex themselves haven't spent billions of dollars cultivating this very brand identity?
Rolex doesn't have a bad rep, it simply has a rep that doesn't reflect your principles.