I find Rolex is more of a jeweler rather than a watch maker. They are happy they have the optimum calibres. Low manufacturing cost, high durability i.e. less defects and longer lifespan. So, instead making big improvement (so far parachrom hair spring for Daytona and GMT models) to their calibres , they produce more designs. Innovation is placed on aesthetic instead of technical.
IMHO, what they been doing is perfectly fine for targeting 'selected' Rolex fans; and fortunately this groups of fans is huge enought and growing still. Good branding strategy and right development direction is pretty much key to win the game in the ultra competitive market. Do they need rattrapante, tourbilion, minutes repeater and other complications to stay on top on the sales chart ? I 'm doubt so. Panerai is pretty much developing on the similar route, they don't need grande complication to capture the heart of the buyers; whereas , limited production, iconic design and simplicity are the wining keys . When i happily show off my newly acquired steel strapped Luminor Marina to my wife like a kid who dances in joy and having their Optimus Prime in his hand, my wife replied me with :
" There's nothing but a chunck of metal on your wrist ! " . Out of my collections, my PAM is the one that she has deepest impression. Yea, ironically because it looks like
" a chunck of metal " ......