Yep, but the fly in the ointment is, Rolex easily sells every watch they make, at these prices.
I personally said forget it, and turned my interests toward used/vintage pieces. They used to be pretty affordable and now they're going nuts... usually worse than the new ones.
So now I'm playing with microbrands. There are some remarkably nice watches out there for giveaway prices. Take the Maranez divers for example. They cloned the Doxa diver look, and IMHO they are a better watch than the original Doxas were, for $175 shipped.
Or you can go down the grow-your-own path and starting with a Seiko SRP, you can buy a handful of Yobokies, Dagaz, CrystalTimes and One-Second-Closer parts and make anything your heart desires. And if the movement craps out, replace it for $25. Behold the "Soxa" built for around $450.