Can an AD sell above list price?

[77T]

Originally Posted by lefty1999

Not only it is a Rolex Boutique but its the sole agent in the eastern part of the country for the past 70 years.. I never saw them do anything like that before and I am customer for the past 5 years.

I'm surprised the Watch wasn't already earmarked for a customer.
This is not indicative of the values Rolex aspires to demonstrate.
The only thing I believe you can do is to write the CEO in Switzerland about this incident. Without such a step the problem will continue or get even worse.