Apparently you haven't read the Wall Street Journal article on the subject. No problem, I'll be happy to enlighten you. The naming rights to ‘Noob’ were transferred to a Swiss agency in 2022 as part of a merger, which in turn sold them to a Kazakh agricultural cooperative for an eight-figure sum a short time later. However, the Kazakhs had little luck with their plan to sell frozen kale with the brand name ‘Noob’ via Amazon. They went bankrupt and the rights now went to a dubious Macedonian underwear influencer, who sold them to a Swiss company called ‘Rolex S.A.’. What few people know is that Rolex has a massive overproduction problem and fears a collapse in prices. To get the unsaleable watches – mainly full-gold day-dates with diamond sticks – out of the warehouses, they are now being marketed under the brand name ‘Noob’ through a Chinese wholesaler called Puretime. Ingenious, isn't it?
okay, this! Made me ROTFLOL. Glad I wasn't holding a drink at the time!