Rolex watches are so expensive because they are one-of-a-kind timepieces that appreciate in value over time. Additionally, Rolex watches are in high demand, and though the company makes up to a million of them a year, that's not a lot when you consider how many millions of people want one of these elegant and inimitable watches. Additionally, Rolex watches often sell for more money as vintage items than they do new, making them smart long-term investments for collectors and newbies alike.