First, let's acknowledge that Rolex Service is expensive. If you compare it with Omega Watch Service, the cost is nearly double. While certain stainless steel Rolex is about the same price as an Omega watch, Rolex Service for it is twice the price of Omega Watch Service.
The main reason is that it is Rolex. The brand has good reputation, and the demand is so high they are able to charge more for their services. Furthermore, ROLEX SA has reduced the number of independent watchmakers they supply with spare parts. More and more, you have to use a Rolex Service Centre to have your watch serviced with original Rolex parts.
Rolex SA is quite strict with other watchmakers, not allowing them to service a Rolex Watch. If generic parts are used to service or repair a Rolex Datejust watch, Rolex SA will charge you to replace them with genuine parts when you next service the watch at a Rolex Service Centre (RSC). Your Rolex warranty will be void if your watch is repaired or serviced by anybody other than a certified Rolex watchmaker.
One factor in the cost and value of the Rolex watch servicing is the work that is included. The Rolex Datejust watch will be entirely dismantled, cleaned, and reassembled by a qualified Rolex watchmaker, similar to what happened in Switzerland's factory. During the Rolex service, all the elements of the watch will be examined, cleaned, and refurbished. The watch is tested for accuracy with the same equipment used in the factory. The watch exterior will be expertly polished to restore its original lustre. From top to bottom, the watch will be restored to its original factory condition and the watch waterproof resistance will be certified.
Rolex Service is expensive because the operation is labour intensive. Rolex watchmakers are expensive, highly qualified watchmaker using the top equipment available. Rolex Service Centres are a mini Rolex factory in a prime city location. They are located in cities most expensive areas for the convenience of their customers. Rolex Service Centres provide a high level of expertise and a luxury experience for many Rolex owners. This is all a cost that is reflected in the Rolex overhaul service price.
All mechanical watch has a maintenance cost. If you are a careful Rolex owner, a Rolex Service is only required every ten years. When you divide the average Rolex cost over 10 years, you have a Rolex maintenance cost of around $120 per year. When you are buying a new Rolex Datejust watch, the service cost is an element to take in consideration.