favorite dealer?

[dreamachine]

Hi! New to the forums. I searched but couldn't find a previous thread, so please forgive me as I bet this has answered before:

I wear a Submariner that was my late father's, but I've never bought a Rolex myself. I'd like to get my wife a new Datejust (36mm, steel, white dial, roman, oyster) for our anniversary in a few weeks. (She likes the look of a man's watch on her feminine wrist. I dig it too. ) Anyone recommend a respectable, honest dealer in San Francisco or online? And how much should I really expect to pay for this watch? As in, how much discount off retail should I push for?

Any help would be greatly appreciated. Thank you all so much.