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I am a newbie to this forum, but I have purchased many Rolexes and I think I can help you out here. I have to say that you should go to as many Authorized Dealers you have the time to visit. There are so many ADs that you should not have to settle for an AD that won't budge on the price. DON'T hesitate to ask for a "good price"!!! The first AD I went to wouldn't budge (you live in CA, I wonder if it was Ben Bridge? They were the only AD that wouldn't budge for me), but after two more trips I found that all stores would discuss "pricing" (read: discounting) before I even had to ask! Finally after purchasing two watches at once, one AD went down to 20%, which is out of the ordinary. Expect your average AD to offer 10-15% off retail.
However, if you are looking for a watch that requires a special order, it will be harder to get a deal.
I hope this helps!