Yes, Rolex has incorporated a lot of advanced manufacturing technologies and most of the Rolex watches are machine made and not hand made. Most people not knowing Rolex thinking Rolex is expensive because they are hand made - which is usually not true. Lately, Rolex's innovation is more of evolutionary than revolutionary. Compared to Rolex of the past, personally I dont think it is as innovative. May be success can be an inhibitor to innovation.