Rolex, more than anything, makes me optimistic about the "rise of the machines" taking everyone's jobs. There is no reason whatsoever for Rolex watches to exist besides that they make people happy. As a timekeeper, a $20 timex beats them in every way, but as art they are unmatched.

Rolex is a giant art project that employs thousands and makes millions happy. That people are willing to pay for this art and the way it is produced is profoundly hopeful.