Yes, Biel is not exactly the place a typical Rollie fan would spend his holiday. It's your usual western Switzerland industrial town, cheap housing, many ethnies and an amazingly high crime rate for Swiss standards.
Rolex does not represent here, they do that in their other sites in Geneva, if at all. But Rolex has invested serious money in Biel and is one of the major employers. This leads to a high advertising presence with Crown signs on many higher buildings, which are usually badly built 70ies appartement blocks in need of repair.
Not many people who can afford to buy a gen Rolex would live in Biel. I imagine Rolex mid and upper management all live in small towns nearby.
Wanna get real depressed? Go to Le Locle, Grenchen or La Chaux-de-Fonds. All major watch industry towns, all worse than Biel.
Val.