This is a very sensitive issue for many watch enthusiasts because we are dealing here with emotions and perpetuated myths, rather than facts.
1. Look properly after your watch and treat it with respect as you would care for any high precision mechanical instrument and you'll never need a dial repair/cleaning/restoration/replacement. Luckily, most watch enthusiasts are careful and respectful.
2. When watch is severely damaged, then the right thing is to take it to manufacturer and have the damaged parts replaced. Broken Rolex should go to Rolex service centre.
3. However, Rolex (and every other Swiss watch manufacturer) does not provide dial and hands restoration service - but replacement only. This is unacceptable by collectors because replacement parts 'devalue' the watch on collectors market, in some cases severely.
4. this conflict between official servicing policy and collectors desire for preservation of original dial and hands is yet to be resolved. Clearly, Rolex's job is not to preserve the collectors value of your Rolex, but to return the watch in functional and aesthetically pleasing condition, and eventually, to sell you a new watch. I say nothing wrong with that.
5. For reasons only known to them, some collectors prefer not to deal with Rolex. Taking a watch to an independent watchmaker could be the way to go, but independent watchmakers have no access to original Rolex parts. Most of them use aftermarket and outright fake parts. Some of them are poorly trained and have very limited restoration skills. In many cases, small watchmakers are manipulated to install 'NOS' and fake parts provided by cashed-up collectors/ vintage watch owners.
6. The only win-win solution to all 3 parties (Rolex, watch owners and watchmakers) :
- Rolex to open a dedicated restoration service centre for vintage watches
- Rolex to once again provide training to independent watchmakers and allow them access to spare parts
In my opinion, neither is top priority for Rolex. Until then - we should brace ourselves to all sorts of quackery: from fake parts, poor servicing techniques, outright criminal enterprises who specialise in manufacturing of fake Rolex dial and hands, con artist and con 'dealers', auctioneers, fakers and 'Rolex investors'.
Which makes cleaning a dial with distilled soapy water rather naively innocent...