What is so good and special about Rolex ...

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Even the greatest watchmakers like Phillipe Dufour hold them to the highest regard. But I never understood it. All their mainstream models are mass-produced work watches with little complications, simple dials, invisible movements and basic finishing. They are decent timepieces, I know, but what makes them so sought after? Why is Datejust considered so much "cooler" by the community than something like Navitimer or Nomos Lambda?