Whay are the spam merchants of the world suddenly obsessed with rolexes?

In the beginning, spam was all about porn, then it became about cheap and/or illegal medication, but now a very high proportion of what I get (thankfully a lot less than what I used to since I changed ISPs) is all about watches. Mostly rolexes, and mostly I suspect, fake, if not fictional.

Just another one of those weird Net things I guess. Another cycle.