Like many of you have said, there is always going to be a more expensive, more "exclusive" limited production, creme of the crop watch out there... In the real world, I think most people would agree that a Rolex is pretty amazing watch and is highly enviable and few people in the real world are able to afford such an expensive watch, never mind a rare limited production time piece that is compareable to the cost of a car or even a house!. While they may produce more of them then other watch makers it is arguable that this is do to the world wide demand. There is no other watch maker that has quite the same brand recognition as Rolex. Besides, you should wear what you love and makes you happy, not just because some book says its the best, or not the best watch...