Is this the target market?

The Province newspaper (Front and back cover), February 9, 2018

The last 25 pages of this newspaper, over 1/3 of the total page count, is sports coverage. NHL hockey, lacrosse, basketball, soccer, golf and even horse racing.

And yet on the outside back cover of the newspaper is a full-page advertisement for the Rolex Explorer II watch.

The Province newspaper (Outside back cover), February 9, 2018

The demographic profile of the readers of The Province really do not seem to be a good fit with the profile of Rolex buyers. So why did Rolex and Montcristo pay for a full-page back cover advertisement? I can only guess that the price must have been very attractive indeed because the utility of this advertisement is very limited indeed.