Is it possible to crush a decades-long built aura in the time frame of a tennis-match? The founder H. Wilsdorf put the whole Rolex-enterprise into a foundation to be un-touchable, discreet and not-accountable. Then in the late 70s it was "Men Who Guide the Destinies of the World Wear Rolex Watches". And always it was the distanced and closed undisputed crown of Swiss watchmaking (at least in economic-terms) that was bought because of its innovations, reliability, name and outstanding products, its aura and for sure several other reasons -- but never because of its price or for the ingratiating behavior of its staff... compare this to your visit of a boutique... inconsistent; double standards: very likeable.
And now? A decline from its position shouldn't come as a surprise.