Do you have a source on that 3% figure? I believe that only approximately 3% of Swiss watches are COSC[1] certified but I was also under the impression that all Rolex watches are COSC certified.

I know Rolex by itself makes up over 50% of annual COSC watches and since Rolex themselves never reveal sales figures I've heard that people use the official annual COSC certification numbers as a barometer to how Rolex is doing.

[1]Contrôle Officiel Suisse des Chronomètres - This is Switzerland's official chronometer testing agency.