It can be sent to Rolex in NYC or serviced by an authorized Rolex jeweler. When my Submariner (built in 1991) stopped working a couple of years ago I had it serviced (new springs, lube, crystal, bezel) by the guy at Rolex in the Wynn Hotel in Las Vegas. I didn't want to deal with shipping it to NYC. Cost was right around $1,000.
I probably could have dealt with someone closer, but that was easier. Long story, but there you go.
I got it back as good as new.
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