A watch keeps time. A Rolex is a piece of jewelry that also keeps time.
Some folks like to wear jewelry, some like to look at appreciate it & some do both.
You can buy a decent watch that keeps better time than a Rolex for under $100 & requires no maintenance. It may not be as beautiful & probably won't last generations. Its sort of like cars. You can buy an American or Japanese sports car that will be as fast as all but a very few Ferrari's or Lamborghini"s but nowhere near as beautifully hand made or last as long.
Some of us are willing to pay for beauty & artistry in the audio world too & thus this forum.