David,
Just because you're from Switzerland, it doesn't mean you know much about watches or cheese.
Yes, there are many other brands that are more expensive than Rolex, and maybe have superior movements to a Rolex. Audemars Piguet, Patek Phillipe, etc, etc, etc...But if you want a watch that while expensive, is attainable by a middle class person, and will hold it's value and generally rise over time is a Rolex. The same can be said of a Southwest cue. They are expensive, but not out of reach to the common man (like myself!).
Rolex watches have been the best marketed watch over the last, I don't know how many years. Their designs have been ripped off by tons of watch companies. (Hmm..does that remind you of Southwest). The Rolex Submariner and Datejust models are the most copied watches out there, period. Same can probably be said of a Southwest cue.
Ummm...Southwest came out with a fairly simple design that has stood the test of time. I'm not sure what you meant when you said they don't care about their exterior. I think they look fantastic. Of course, they mix and match ringwork and woods - but a Southwest is a Southwest. Same goes for Rolex designs. You can generally spot a Rolex...due to the simplicity of their style. The dials aren't too busy. The designs look great. The bracelets they use are awesome, and copied relentlessly (the oyster, the presidential or the jubilee).
Rolex manufactures their own movements. Rolex watches have "Superlative Chronometer Officially Certified" on their dial. This means that the movement (made by Rolex) of the watch has endured 15 days and nights of testing by the Controle Officiel Suisse des Chronometres. To receive COSC certification, the watch must demonstrate extremem precision in a variety of positions and temperatures.
As you can tell I love watches, particularly swiss watches, like others love cues. But don't get too high on your swiss high horse when it comes to watches. SEIKO has made the most technologically complex automatic movement out there. Far superior to anything the Swiss have done. Will these watches ever sell for ridiculous amounts of money (they are expensive but not "swiss" expensive), or be as sought after as say a nice Patek? Absolutely not...but that does not discount the advances that company has made in watchmaking.
Maybe some of this rambling has convinced you that you can solidly compare a Rolexhwatcg to a Southwest cue. As you were.