Use a Qualified Rolex Serving Center
My wife gave me a beautiful Rolex watch about five years ago. I have to say this is the nicest gift she has given me and I tell her that often. I make a habit of sending it in to a qualified Rolex servicing center about once a year. There has never been anything wrong with it, but I like to think of the service at preventative maintenance. Every time I send it in it comes back looking better than every. In fact, this service keeps the watch looking as good as the day my wife bought it. I can wear it every day without worrying about messing up the way it looks.