The scam with luxury goods is they intentionally restrict supply so there is a scarcity factor and then sell at an inflated value. This includes Rolex.
Just because you can sell a Rolex on for profit doesn't change the nature of what it actually is. It's a scam just like how something like the housing market is.
Lately, Rolex has been pushing this practice to absurd levels. As a result, many long-time fans completely lost interest in their products, which doesn't seem to matter to them at all.
The major problem with Rolex is that the company is owned by the Hans Wilsdorf Foundation - a charitable trust that pays zero taxes to the Swiss Gov.
Consequently, Rolex doesn’t answer to a publicly known board with a fiduciary responsibility to shareholders. Little is known about their real strategies and goals for that reason.
A very succesful & secretive brand that takes advantage of whatever opportunities it finds profitable or interesting (opportunities that may, sometimes, only pay off in the long run....)