hmmm... so are you suggesting that Rolex stays perpetually nostalgic like Panerai? Business wise, I think Rolex is going in the right direction; moving towards products perceived to be of high quality, luxury and status, especially by those who aren't exactly Rolex enthusiasts. And their designs should reflect that.
Rule #1: Make everything shiny. The ceramic bezel, the sapphire crystal, the white gold surrounds, the dial. There's a study somewhere that people are more likely to buy shinier things. Diamonds anyone?
Source
Rule #2: Make everything bigger. Bigger is better right? just following the trend.
Rule #3: Make the watches heavier. Heavier = higher quality? solid midlink bracelets hehehe
Rule #4: You don't talk about the Fight Club!!! hahaha
It keeps vintage watches stay vintage and awesome tool watches =D. For me, the new rolexes are just vintage inspired with a bit of tool watch heritage and a lot of over engineering.