'Rolex' spam taps into bling-bling culture

Rolex watches have long been seen as a must-have product among the aspiring nouveau riche--but the brand, built upon high standards of quality and prohibitive costs, is in danger of being sullied by unsolicited e-mail.

In the same way that Viagra has been a brand made synonymous with spam, so Rolex is in danger of becoming a generic byword for unsolicited e-mails.

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