Good post Shaun, and you know what.. I pretty much think exactly the same way.
I will however, make it known that I've never owned a Rolex, so some may rightly claim that I can't common with gravitas. I don't want to come across as a Rolex slayer without experiencing one. A bit like the people who say that Boxsters are for people who can't afford a 911, and that they are rubbish. Yet, they wouldn't say that if they had driven one.

So, back to the matter at hand... I think that a lot of us like to feel good about something we own. We especially like appreciation from others, I'm afraid this is a human trait with any item, whether it be a couch, car or watch. A Rolex will probably get more attention from those around you than a Heuer, maybe this can go some way to explaining part of the joy of Rolex ownership. I've quite a few Heuer's, and only occasionally do I get any comment on them when I'm at work. If I wore a Rolex, that would change. Now, I don't own Heuer's to get attention from others, I do it for my own joy; and there is something special about 'people not knowing about Heuer' that is appealing.

Would I ever buy a Rolex, yes, a vintage GMT, sub or SD.. But I woulnt go for one of the rare versions. Some of the Comex/Moldova go for a lot of money, I woulnt pay half that.

Right, I'm rambling, and best stop. Oh, I'm writing this on a phone, so please excuse any predictive text typos!

Stewart