Abstract
In recent times, counterfeit goods are prevailing in the worldwide market. This article takes high class watches for example, to investigate whether counterfeit goods has positive effects toward genuine goods. In 1999, Mr. Chong, Yon-Lin suggested the list - ”First Ten World High Class Watches”, and the Rolex was only listed as the ninth. However, Rolex is a very popular brand in Taiwan. Through this observation, this article uses Share Mental Model Information Cascades to discuss the counterfeiting phenomenon and prevailing level of Rolex in Taiwan. To realize whether the counterfeit Rolex has the positive affects toward genuine ones since the ranking of Rolex in Taiwan is far beyond the one in the world.