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An interesting take of the Rolex direction of travel following W&W: https://www.fratellowatches.com/watches-and-wonders-2024-is-this-the-year-i-lose-touch-with-rolex/

The opinions on Rolex moving...

True, but if we’re looking for the point when they started pandering to a rich clientele with poor taste, that ship sailed long ago!

Starting? Just flick through one of those vintage Rolex books, and see what happens in the 80s.