Rolex has such a strong brand name, that allows the watches to hold their value better than many other luxury watch brands
The material used is very expensive. Rolex, for example, tends to use 904L steel which is leagues ahead of even most luxury market equivalents. They tend to use 316L steel. This makes them harder, shinier and also more expensive by default.
Anyway with proper maintenance and common sense care a Rolex should last at least a lifetime and perhaps the lifetime of the next owner.