The sure are popular. Rolex sells a couple of million watches every year, doesn't change their model line much, and raises prices every year. The cool thing about that is you can buy one and shortly sell it for way more than you paid for it.

It's funny because Rolex is like Armani or Mercedes. There are better and more expensive products out there than Rolex, but everyone knows rolex. Not many people would be impressed by a Audemars Piguet which may cost $30k, but they see a $5k Rolex and say "wow is that a real rolex!"