I would say there are a few reasons for this, firstly Rolex have used the perception of a “luxury watch” for years it’s not something new. Omega have suffered from bringing out some utter eyesores over the years and no clear direction of what they are. Everyone knows what a datejust or sub or oyster perpetual will look like but other than the speedmaster most other Omega watches could be pretty much anything. I sometimes find myself giving up on trying to purchase an Omega watch having been lost in the mass of various confusing designs and over inflated prices.
I don’t think it’s so much the absolute best it’s about someone buying exactly what it says on the tin. A good well made reliable watch with a timeless design.
There are plenty of other brands that have at least one of the above but are always let down by lacking in another. Take JLC with the reverso, having read all the horror stories about servicing the watch and comments the quality is not what it was why would I waste 4 or 5K on one of them? As for Grand Seiko having seen the horrible base metal used on the batons on one of their watches (posted here) why would I waste several grand on one when Rolex use better materials?
It’s not about Rolex it’s about if any other brand could match them in what they do then I would be interested.