Recommendations for Rolex watch repairs - in store Vs On Line

[RWalks]

I own a Rolex Oyster perpetual Datejust purchased circa 1998 and serviced last around 2010. It is probably time for another service; particularly as the watch face appears "cloudy" but still keeping accurate time. From memory I paid £3-400 for the 2010 service - I took it to a Rolex store in Leeds and they sent it away for something like 8-12 weeks. It certainly felt like a pricey service even though I got a glass of champagne when I went to collect it.
I am wondering if anyone has personal experience of good service for this type of watch - either in-store or on-line. Goldsmiths look to offer an in-store service (although I suspect they will send the watch away) and there is also an on-line servicer called Luxury Watch repairs that I found.

Price is obviously a factor - I want to pay enough to have it serviced according to Rolex standards, but do not particularly want to pay more than such a thing is worth. To draw an analogy, I could take my BMW for servicing to a a BMW garage but I use a local one that did my last car for 8 years without an issue for a fraction of the price and I will use them for my new one.

Any suggestion, helps, hints would be very much appreciated as the internet looks to be a place that you need to tread with caution...

Thanks in advance