With the exception of the now-defunct Maybach line & some of Rolex's custom models, neither brand makes claims at being the ultimate or pinnacle in their respective market. But I think your example of the new Sky-Dweller makes my point. The Sky-Dweller, like the new S-Class, contains alot of advanced technology, which comes with a high price tag. &, although Rolex & Mercedes both produce more affordable models (Explorer & C-Class), both are generally purchased by the well-heeled & those that aspire to be well-heeled. Similarly, over the years, both companies have had their detractors - claiming they produce garish products targeted at an unsophisticated clientele, but they have also been criticized for just the opposite - being too conservative & staid. It is difficult to be all things to all people, especially, when you have so many competitors, all of whom are looking for an angle to grab market share from the leader.