Rosneathian
1471
Your feelings are entirely understandable. They are also common, at least as far as a few brands are concerned.
This was one reason why I began to explore other brands, and the journey has been healthy. So, for instance, I've been looking at a Parmigiani Fleurier watch recently (and bought it). This is just an example, and there are plenty of others.
Here is a brand that makes watches objectively superior to Rolex, and with three huge differences. One, they make as few as 3,000 watches a year (compared to Rolex' 800,000). Two, they're not interested in becoming hugely popular or famous, and so demand for their watches is not high or low, it just is what it is. Three, when you buy one of their watches, they will either send it to you directly, or send it to one of their 150 sales points around the world. It's very personal.
It's pleasant, it's easy, you enjoy the experience, and you get a naturally rare and beautifully-made watch (not a mass-produced watch driven into artificial scarcity intended to build long-term brand equity). It's an honest and simple approach, and completely different from what you have with some brands. It also means you are away from the crowd, so can appreciate your beautiful watch without any of the noise.
I have Patek Philippe and Rolex and Omega and Breitling and watches from independent brands. Some Rolex models are very hard to get. Like you, I will never go back to them. It's just not worth it. Instead, I now go for smaller, high-quality brands that are hidden gems, or custom-made watches where it's all about the watch, the watchmaker and me. Rolex cannot give me that in a million years.