J.Crew Selling Rolex Watches Now?

There's an interesting entry over at The Frisky about J.Crew now offering Rolex watches. The following is an excerpt of the entry (click here to see the original entry):

Rolex For J. Crew?
by: Catherine
Friday July 25th 2008

"While perusing JCrew.com this morning, searching for something amazing and preferably on sale, I happened to click on the jewelry section. Scrolling through it, I saw beaded necklaces, pearl earrings, and then, what’s this, two Rolex watches? Now, the product details are lacking—instead of a product name and description, it says, “Product Short Desc—Please update at the product level,” but unless someone at the company is playing a joke by putting up photos of gold Rolexes with price tags of $4,500 and $5,200, J. Crew has gotten into the luxury timepiece game. Now, will someone give me a J. Crew gift card for $5,000? With it, I could either buy the watch to the left, or 900 pairs of these pearl earrings, which just don’t quite compare."

I am surprised they're offering Rolex watches now (click here for a J.Crew Rolex link). I am not sure what to think of this move. Are they really going that upscale now? Will it be too expensive for me to shop at anymore? ;)

What do you think about J.Crew selling Rolex watches? Do you think this is the right move for them? What kind of message do you think J.Crew is trying to send its customers (or potential customers)?