Ok. We talk a lot about suits construction, canavas vs fused.. In watch, its the same. There is machanical movement watch and Quartz(battery powered) movement watch. Either way, 90%+ swiss movements (both machanical and Quartz movement are made from company named ETA). Rolex is one of the rare watch makers that uses their own in-house designed movements. If having a good quality swiss movement watch is important to you with affordable price then get Fossil. Fossil is a branch company of OMEGA and uses movements made by ETA. You do not need to buy watches from fashion designer labels for higher price since the inside of watch are the same as FOSSIL. But the casing design on some of the fashion watches are worth a money.
Ok, for clarification: Rolex is not a "rare" watchmaker, regardless of the definition or usage of the word. Their watches are not rare, their overall production is over a million watches per year. Until' recently Rolex was purchasing their chronograph movement (for use in the Daytona) from Zenith. And even now that they have their own chronograph movement, they still purchase outside movements for the Tudor line of watches, i.e. the Tudor Chronograph uses a Valjoux 7750 (yes, I know: ETA). Rolex is also not rare in that the following companies, as well make some (or all) in-house movements: Jaeger LeCoultre Patek Philippe Zenith IWC A. Lange & SÃ¶hne Chopard Audemars Piguet Girard Perregaux Glashutte Original Members of the AHCI Blancpain (proprietary F. Piguet movements through Swatch, their parent company) Omega (proprietary ETA-based movements through Swatch, their parent company) Minerva Union Glashutte Daniel Roth & Gerald Genta (owned by the same company, share movements) (I'm sure there are some I missed, but I think the list pretty much gives you a good idea) Omega does not own Fossil, Fossil is an independent company. Swatch, however owns Omega (and Breguet, GO, Blancpain, Omega, Longines, Hamilton, etc...). As well, Swatch owns ETA (Valjoux), F. Piguet, Lemania (now Manufacture Breguet). Almost (like 99.9999%) all of the industry still buys the two most important (mechanical) watch parts from the Swatch group: main springs and balance springs. These are extremely difficult to manufacture in mass quantities whilst keeping a certain level of quality. Rolex has the capability to manufacture their own springs, but they purchase them from Swatch. So, in conclusion all hail Swatch. I mean... Yeah, that's what I mean...
Jon. P.S. Although swatch might make the base ETA automatic movements, many watch companies use a Kelek manufactured module to convert the automatic movements into chronograph movements (since it is cheaper than an integral chronograph movement). Kelek is owned by Breitling.