It's not the least bit surprising that a company like Rolex would not sell parts directly to customers. I imagine that 99% of the time that would end disastrously, and they would have quite a lot of customers who haphazardly dismantle their watches and then are unable to properly clean, lube, reassemble, and test them. Once that happens, you know who the customer is going to blame. This is exactly why companies like Apple are happy to sell you an iPhone but are NOT going to sell you a single capacitor or wire, or even a complete circuit board. Do you think Apple is going to sell you individual parts for that Apple Watch?
Continuing with your example, getting a Rolex serviced by skilled third party technicians, using genuine Rolex parts (because Rolex is happy to sell parts directly to qualified technicians), is not a problem. There are dozens of highly recommended shops in the US alone, e.g. https://www.bobswatches.com/more/watch-repair-service.
Continuing with your example, getting a Rolex serviced by skilled third party technicians, using genuine Rolex parts (because Rolex is happy to sell parts directly to qualified technicians), is not a problem. There are dozens of highly recommended shops in the US alone, e.g. https://www.bobswatches.com/more/watch-repair-service.