Doesn’t matter if Rolex is just a mid range luxury brand. It’s human nature for people to want to be associated with brands that people recognises instantly. It’s a bit like Mercedes, they don’t make the highest range luxury car, although the brand is known to make good quality, durable and highly reliable cars with a certain level of prestige. Prestige isn’t comparable to a Bentley for sure but the C and E class is instantly recognisable and offering what a car owner needs. Rolex is just that, everyone knows what is the Rolex brand, the 5 match sticks logo and the durability and high reliability that comes with it (very common for a Rolex sports model to go without needing a servicing for 13-14 years). It is still very common that a rich man may buy PP and ALS out of their love for the movement, the highest craftsmanship that goes behind making that watch, but he would still have at least a few of the Rolex he will wear almost daily and he wouldn’t abandon it just because Rolex is a mid tier luxury brand.
I once shared my purchase of PP AC in this thread and someone actually questioned my decision to spend 65k on it, saying nobody will take a second look at the PP that I bought but a highly popular Rolex sports model will attract glances from people in the public.
Why is Rolex so successful? It is not just marketing but I think they do earn that recognition as they do make very good watches. Good watches not in terms of craftsmanship like PP, ALS but just very good.