birthday year rolex - is this a "thing"

[sambb]

I apologize for this question, but trying to understand.

I've seen a lot of people who want to buy a watch from their birth year, or others that buy one for their kid for their birth year. I dont really understand - what is the significance of a random rolex that was assembled on a year one was born. Are people interested because they knew the workers or the person putting it together that year? Is there a personal connection to the company in the year of birth with rolex?

Thanks, i know there must be something to this, but i dont know what it is.