Rolex Submariner strap problem

[bluemoon]

I have a rolex submariner. It is about 13 years old. The clasp on the watch strap is giving me problems. The clasp stays locked, but the one end pops up all the time. It won't stay closed. It is pretty annoying and tends to get caught on clothes, etc.

Can I just take it to any watch store to get it repaired?

There is a Rolex Authorized Repair place right near me in Chicago. Can they fix it? I assume it just needs a new clasp.

Any recommendations. Is there any easy fix. Here is a photo. It isn't this bad most of the time, but I wanted to be clear about what area of the strap is giving me problems.