Can an AD do this...?

[1William]

I think that they can sell it for what the market will bring. It is frustrating and Rolex is the one to blame for not supplying the AD's with enough watches to cover demand. It is a tired game that Rolex is King of and other brands also do it. One of many reasons I moved away from Panerai. I also think that if you could get the watch for 25% off you would not report the AD to Rolex for discounting so just accept it for what it is, Business. It is not personal. The AD has to sit on and discount a lot of inventory and this is where they can make some money. If the price does not work for you, walk.