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ricky2slicky
In a word, demand.
The market views Rolex as the definitive luxury watch. That maintains demand to a degree that totally surpasses all other watches. Unlike something like a Patek they're also fairly achievable price wise.
(I think you can also include a Speedy)
They're also fairly good about controlling their value and grey market. It's not like a Zenith which can always be bought at a discount.
I'm sure a brand new Rolex would hold its value as % slightly better than the alternatives you mentioned, but it will still depreciate to start.