You could try to contact eBay with current proof (rather than a message from over ten years ago) 

Did you point out the listings to Rolex?

You may as well ask how do you get buyers to stop choosing to buy from dodgy sellers 

I'd be taking care of my own neg feedback first, personally 

As far as I know, only Rolex themselves can contact ebay and have them removed.

Verified Rights Owner (VeRO) policy | eBay

I suggest you contact Rolex and give them a link to the items you suspect.

Keep providing photos of a watch on your listings & I would expect to receive a watch!

https://www.ebay.com.au/itm/183037089395?itmmeta=01J81AH0WNQDH3A80YWEBJK5T9&hash=item2a9ddc5673:g:Bn...

"How do you get eBay to take care of false advertising".

Now that's funny.

Send a message to the seller with the letter attached.

They might not be aware and correct the listing.