I know two ADs in Minnesota (just north of where I'm perched in Iowa) that would NEVER charge a premium on top of Rolex's set msrp. I've discussed this with both, and both agree that there's just no sense in gouging enthusiasts. The watches are expensive enough, and profit margins good enough, that it becomes a moral issue. No, there's too little wiggle room for discounts on popular models. But enough—literally—is enough, is plenty. The one dealer also carries JLC, Panerai, Parmigiani, and Patek (to put them in alphabetical order), but I've not had this discussion regarding the brands that start with "P," either because the watches don't look good on my wrist (PAN), fit my lifestyle PARM), or are completely (PAT) unaffordable! So…