The reason I like it is because it is as far removed from a status symbol sign that rolex is known for. You can spot their typical sports models a block away. But you would never know this was a rolex without looking at it up close. It is elegant, refined and pairs up well with dress clothes.
When doing business I do. Though I tend to wear the Cartier more. Hell I even wear a belt then too simply because it presents a more professional image.
Otherwise I rely on the Iphone to tell me what time it is.