I am actually giving some accolade to Rolex for being the incredible business machine it is.
Putting it this way...if anyone asked me which company to invest in(not buy watches)...I may say Rolex.
But my personal definitions of contribution to watchmaking takes into account what they do TODAY and how they treat customers TODAY.
When yesteryear, they needed customers...they were nice. Now...in SE Asia, where they are kings, customers have to earn Rolex respect for them to get service.