What do you think about the new Rolex Rehaut? I mean the repeated engraving (etching probably) of the word Rolex all around the chapter ring.
I personally find it ugly and very distracting. I also find it somehow boastful. I mean nobody but you can really see it but it's like people need to be reassured in all manners and ways that they really have a Rolex so they feel better. That's probably part of the entire "certified" and "genuine" idea anyway. Basically, I don't know how else it could be useful. It certainly isn't from an esthetic standpoint for it makes the dials easily too busy.
If I can avoid it, and I think I can, I won't buy any Rolex with this "thing". That probably means vintage for me in the future. I have a 1990 E1 and a 2008 SD. Both fortunately lack the Rehaut. OTOH, the little crown in the glass is kinda neat. :)