usually you can get 10% discount and if you have a long term relationship, then you can get 15% discount.
there are certain retailers that have specials like 20% rolex if you pay in cash.
Je Caldwell's is a great store and will work with you. (just ask)
we purchase rolexs each year... love them!
My husband and I were in JE Caldwell recently and my husband noticed that the SA's Rolex had an after-market diamond bezel. She wouldn't confirm this, in case we were reps from Rolex, but I thought it was funny that even she didn't think it was worth it to get the diamond bezel at the retail price (even with employee discounts).