Rolex’s Success Secret Revealed

How do we account for Rolex’s success in the luxury watch market? David Foster Wallace tells a parable about two young fish swimming along. An older fish comes by and asks, “Hey there, how’s the water?” The two younger fish look at each other, confused, and ask, “What’s water?” And there you have it: the secret to Rolex’ success. Allow me to explain . . .

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