The Genius of Rolex Marketing?

[m1911a1]

The majority of you folks realize how Rolex does business....
University people have written essays on the subject.
http://www.slideshare.net/jplopan/rolex-marketing-plan

I personally have pursued high quality, rugged, water-proof, wear-anytime, stainless-steel watches since watching John Cameron Swayze and the Timex commercials back in the 60's.

I've worn Rolex watches for 35 years and have observed the supply & demand phenomena and exclusivity they seem to readily create.
I personally NEVER got caught up in "the latest thing"....and still don't.

Typically "Markets-Make-Businesses" except for maybe the personal computer business over the past 25 years.
However, Rolex seems to offer something that appears to be very limited in supply.....which creates a frenzy of buyers.

Case-in point....Blue-on-Black GMT-BLNR.....
It is one of the most coveted items they produce.......UNTIL!
The next best thing comes along (Ceramic-Daytona) and now the owners don't care for the BLNR as much?
Is it because we as human beings simply want something we can't easily have (EXCLUSIVITY)?

I also wonder if Rolex dumped a million of the new SS-Ceramic-White Daytona's into the market tomorrow afternoon.....
How many people would truly love it and buy one immediately?

What say you?