For example, there were the Nigerian spams (which may still be going around for all I know; they were so bothersome and predictable that spamassassin does an excellent job of filtering them out). Then there were the paypal phishing scams -- easy to spot as fraudulent if (a) you know how to spell, and (b) you don't actually have a paypal account.
Then there were the Citibank phishing scams. Eventually they got quite good, and your only real clue is that the mailhost and the redirect weren't Citibank sites, but everything else about the phishing lure looked legit -- and finally didn't include any mispellings or obvious grammar errors. That scam seems to be phishing with other banks as well.
So, today, I notice about half a dozen or so spams offering Rolexes. My only question here is, what happened? Why Rolex spams all of a sudden?