Of course there are always people who will buy.
Just as there are people who buy de Grisogono or Jacob & Co some of which costs 6 figures as well.
I know of a ex stock broker who has several precious metal Rolexes, mostly platinum and he only owns Rolexes.
When I asked him why not Lange or any of the trinity, he said that he grew up with Rolex, it gives him the security of reliability.
He said not only does he not know abt complications, he has absolutely no interest in watches.
He is not aware and not interested to find out more about other manufactures. He just has so much cash that buying the most expensive Rolexes to wear is like me buying a regular Seiko.
He also buys every single Limited Edition Leica film and digital camera that has ever been issued since 80's. He is Leica Malaysia's top customer.
I'm just saying that similar to Omega increasing its prices to narrow the gap to Rolex, Rolex is increasing their price levels very substantially. Its not just the WG Pepesi, every single new model's prices have been increased substantially. Its as if they want to keep the gap from Omega and at the same time narrow the gap to the trinity.
Its purely my opinion and you are free to disagree. A WG Pepsi with no complication other than a GMT where the movement in a stainless steel costs a third od the price, Rolex is definitely pushing the price envelope to see how far they can push. I was just equating it to the trinity price levels.
Of course Rolex targets a different crowd, its obvious. what they are doing is not far different from what APROO targets their buyers..
If this price is really true, either Rolex thinks their fans will never abandon them regardless of their prices or they think they are now capable of challenging Patek Philippe and Lange even bypassing AP & VC. 
The new Pepsi caught my eye .... heart started beating faster ... mouth became dry ... fingers flying ... studying, researching ... oh my .... oh dear .... OMG!!!!
POppppp ..... slow deflation .....
The new Pepsi - available in white gold only - at a cost 36000 swiss francs !!!! 
Oh well ... looks like it is the batman for me ....
Yes some people will still pay. Believe me. Sky dweller and white gold blue sub date alrrady in that range. These are not high prod models. Partof the high price is because of lack of economy of scale. But why you said challenge to pp, lange ap etc?? Imho rolex has different product philosophy and diff mkt segment. People dun look at price alone when buying watches.
That is about rm130k
