I don't know what you're talking about. A new Rolex is over $5000 for the cheapest model, which is well outside the mass market price range. Never mind the fact that you can't even buy a new Rolex unless you are on a preferred buyers list. That's the opposite of Mass Market.

Of course, unlike Apple, Rolex makes products that last decades. So older, less collectible models become affordable to people. But the fact that the "mass market" is willing to fight over the heavily used, least desirable of all Rolexes proves its exclusivity and "luxury".