That's what seems newsworthy about this new movement, generally I would have said Rolex was just conspicuous consumption, you could get mechanically better / mo

That's what seems newsworthy about this new movement, generally I would have said Rolex was just conspicuous consumption, you could get mechanically better / more interesting (and certainly more interesting-looking) watches for less, but that isn't their target market. So it's sort of heartwarming to see them making improvements that most of their customers won't notice.