A Practical E-Guide for Buying Rolex at Retail from Authorized Dealers. Buying a Rolex at retail isn’t random — it’s earned through understanding. Every day, Authorized Dealers allocate Rolex watches at MSRP to buyers who know how to position themselves correctly, while others are left waiting indefinitely with no clarity and no results. This e-guide shows you exactly how that system works — and how to navigate it the right way.