If I owned the domain I doubt that they would have much of an issue as long as the site was very professional, used for the sole purpose of providing information and selling rolex watches, and didn't cross promote other brands. Supposedly, the watch was even dropped from a height of two meters onto a concrete dock.
By displaying all its competitive advantages, Rolex gains advantage over its competitors. This watch was created with a special bracelet and fitted with a fluted bezel making it distinctly recognizable as a Rolex. I would pay $10 to achieve a front page listing for rolex watches for just 1 week.