Rolex watches are expensive primarily due to their exceptional craftsmanship, use of high-quality and exclusive materials, in-house manufacturing, brand prestige, and limited production which maintains exclusivity. The company operates its own foundry to produce pure gold alloys and uses rare stainless steel (904L) that is more durable and difficult to work with than standard steel. The production involves highly skilled Swiss labor with meticulous hand assembly. Rolex’s reputation and marketing also add to their luxury status, and high demand compared to limited supply often pushes prices higher in the secondary market. Additionally, Rolex watches are known for their durability, precision, and iconic timeless designs, contributing to their status as symbols of success and valuable investments.