We get a lot of questions about where to go to find an authentic Rolex at a reasonable price. We can recommend a couple of reputable places online but your best bet might be to plan your next vacation in a country known to have a favorable pricing climate for Rolex watches.
The conventional wisdom in 2014 is that Hong Kong, Cayman Islands, and Dubai are some of the best places to find a deal on a new Rolex. The weaker Canadian dollar has made Canada a more attractive market for some. In these countries, it is not unheard of for intrepid shoppers to negotiate a 5-20 percent discount off retail.
But this varies widely on model availability and popularity so do your research first. Some models, like the Rolex Daytona, are almost never discounted; in fact you are likely to pay above retail even if you can get your hands on one.
If we were to choose one place above all others it would be Hong Kong because there's no sales tax and the market is huge: more Rolexes are purchased in Hong Kong than any other country. You can play off dealers against each other and this drives down prices. Look for one of the approximately 80 authorized dealers with Hong Kong Tourist Authority credentials. And remember, if you are willing to pay all cash, you may get an additional 2-3 percent discount on top of whatever price price you negotiate.
Ironically, Switzerland is one of the worst places to buy a new Rolex because of tight "cartel-like" price controls and a strong Swiss currency. Rolex itself takes a dim view on any kind of discounting.
In general, prices have been rising rapidly in recent years and what might have been considered expensive for a Rolex 4-5 years ago could be a steal of a deal now.