ChemAg15 said:
Why?
Edit: wrong emoji. Not trying to be sarcastic.
Some people really value the watch staying as close to original condition as possible. The resale value is tied to this as well. If you have an older watch that you never plan on selling and want it to look as "good/fresh" as possible you can definitely send it to Rolex to be serviced and made almost like new.
I see both ways. If it has a really cool patina, or you want it to stay as-is for sentimental reasons, then take it to a third party watch repair shop. If you want a fully restored, looking like new watch, send it to Rolex.