It's like whether you prefer 'ostentatious' or 'understated' style....Rolex is without doubt the former and is coveted among Asians. It's like proclaiming to the world that you have 'arrived'. I own Rolex, Omega, Cartier, Chanel, Tag Heuer, Michele, Renato and other watches. So far only my Cartier and Rolex get the most attention despite them being having no diamonds and plain looking.