Do you mean asking $700+ for a service?
Authorized Dealers have been playing dirty games for a long time now. Gamea of BS, snobery and market manipulation.
They simply refuse to sell watches to customers under the false pretext that the supply they get is very limited.
They will require you to visit one of their "showrooms" and personally make a registration of demand list against a "high demand" Rolex model.
If you have the right "profile" , buy other luxury items from them, buy their overpriced in-house insurance policies and, generaly speaking, kiss the sales clerk's behind, you will "increase" your chance to receive "the call" sooner rather than later.
It can take from several months to a year+ depending on the model.
Interestingly, the flippers never seems to have any problem purchasing 5 submariners from them every year.
It is also a well known fact that they discreetly sell their production to the grey market at a premium. The watches are then sold to customers at RRP x2-x5 ( RRP = Recommended Retail Price)
At their showrooms, they always try to convince you their models are hard to get and what you are seing are exhibition models only. Yet, the gray market is literally flooded with them.
Rolex has also been complicit in hiding the stolen details of their watches. They aren't always returning stolen watches to their rightful owners....