LUXURY AND POWER
There was a time when Rolex was not a symbol of luxury, that is in today's sense of a material object conductive to sumptuous living. We definitely wouldn't see Che Guevara or Martin Luther King with such misguided interpretation of their tastes.
There is a wider definition to which Rolex could relate that describes luxury as an enjoyment, elegance, sophistication and refinement in addition to a necessity. A Rolex is not a a time telling device. It's history in motion, told by the great leaders of man and mankind.
Wearing a Rolex is a statement of strength and choice.