Anecdotally, we took my wife’s inherited Datejust to the Rolex boutique in Vancouver. They sent it to Toronto free of charge and when they wanted to replace all the sentimental pieces we declined the service. They returned it to the Vancouver boutique free of charge. The watch was purchased overseas in 1967. So yes, for a large brand like Rolex I would expect the brand itself or franchisee to pay the shipping cost, it was a bonus since my wife’s watch is vintage but I would definitely expect this for a brand new watch. Whether or not the brand reimburses the franchisee for shipping is a business decision outside my scope as the consumer.