Bear in mind that in most cases, the Watch being copied simply isn't available if we are talking a whole host of Submariners, Kermit, Hulks etc etc. So if Rolex and the likes cannot be bothered to make their watches accessible to the masses then others will. As long as they put their own name on the dial then fine.
As is usually the case, Rolex and the likes do have a habit of bringing these issues upon themselves.