For many decades, Adlers Jewelry in New Orleans (
www.adlersjewelry.com) has advertised that they have the best prices in the US on new Rolexes and that they ship anywhere. You might want to check them out.
I have a patient who runs the watch department at a large jeweler who is also a Rolex authorized dealer. I can tell you as a matter of fact that IF Adler is advertising the lowest prices, shipping out of state, etc., they are going against Rolex AD "rules" which can threaten their AD status.
Those rules include:
1) the jeweler is NOT allowed to even mention Rolex on their website. If you notice, the link to Leeds and Sons does not mention Rolex anywhere on the site, nor does the Adler website. Even if you click on "watches" on the Leeds site, other brand names such as Patek Philippe appear, but not Rolex. Leeds is very clever, on their website they never mention Rolex, BUT they have a photo of the outside of their store which shows an awning with the Rolex name.
2) an authorized Rolex dealer is NOT allowed to participate in any phone transactions. This is to protect the territory of other authorized dealers. I'm sure this is done at times, (despite the Rolex "rules") though I would doubt any authorized dealer would advertise this or do it on a regular basis, with the risk of losing the Rolex line.
3) you may walk into a Rolex dealer, make the transaction and have it shipped out of state to save taxes (though by theory YOU are supposed to pay taxes in the state receiving the watch).
4) although some dealers may discount some models, I have personally never seen any dealer advertise lowest prices.
5) of course NONE of this applies to re-sellers or "gray market" dealers who sell new on the web and discount watches. If purchasing this way, I would proceed with caution.
6) Rolex is a control freak. Over the past few years they have shut down MANY authorized dealers for non compliance, not enough sales, the physical appearance of the building, and many other reasons. In my area they shut down one of the FIRST authorized dealers in the nation for some BS. There is NO loyalty to their dealers.
7) even when I purchased my Submariner from the store my patient manages, he was unable to give me a discount on the watch (this was several years ago when even getting a Sub was difficult). Instead, the store gave me a gift card for 15% off any future purposes. But the actual receipt could not show a discount.
8) similarly, Rolex frowns upon it's dealers inflating prices. Several years ago it was very difficult to purchase a stainless steel Daytona and dealers were asking a premium. I know of one dealer owned by an acquaintance who was "warned" to not charge a premium.
In my opinion, if you want a new Rolex, purchase it from a USA authorized dealer. There will be service after the sale if needed. And there will no NO doubt you are wearing an authentic Rolex.