Rolex is “the watch you want on your wrist when you’re in a Third World country and revolution breaks out and there’s only one seat on the plane and there’s a guy standing there with a machine gun,”
“You give him a Rolex and he will give you the seat. It’s kind of its own currency.”
I think Rolex is the high-end watch recognized by low-end people. Dan Benjamin on his watch podcast was talking about how he's treated differently by salespeople when he wears his Rolex, than when he wears a cheaper watch, OR a more-expensive-than-Rolex brand watch.
Longines advertises like crazy in Google search results. It'll turn up as the first, sponsored result for "watch your weight."