It's about more than items or objects.

How do you sell a watch to someone in the cell phone age? It’s a question being asked by dealers, journalists, and, of course, marketing teams at the big watch brands every single day. The day of the watch, in many ways, is past us. We don’t need them. So selling them as a necessity is out. But we all want something to aspire to, and that’s the key to understanding why

A watch inspired by one of the world's greatest adventures - Rolex's marketing department played up their credentials around the 1953 first summit of Everest - while an Explorer may not have been on the wrist of either Edmund Hillary or Tenzing Norgay the Rolex Explorer has become an icon of their adventurous spirit.