What service does
A full service ("complete service" or "full revision") disassembles the entire movement, ultrasonically cleans every component, replaces all worn parts and gaskets, re-lubricates with movement-appropriate Moebius synthetic oils, regulates the watch back to factory spec, and pressure-tests the case. A typical service takes 4-12 weeks depending on parts availability and brand. The watch comes back running essentially as-new.
Brand-recommended intervals
Most modern Swiss brands recommend service every 5-7 years. Rolex moved to a 10-year recommendation in 2015 with the launch of their Cal. 32xx movements (better lubricants, better tolerances). Omega recommends 5-8 years. Patek and Lange recommend 5-7 years; their tighter tolerances mean drift becomes noticeable sooner. Grand Seiko recommends 3-4 years (Spring Drive) or 4-5 years (mechanical 9S movements); the quoted intervals are tighter than the actual lubricant lifespan because the brand prefers preventive service.
When to actually service
Service when one of these is true: (1) daily rate drifts past ±20 seconds (vs the new-condition spec); (2) visible malfunction (chronograph won't reset, calendar misadvances, crown feels gritty); (3) water exposure event with any sign of moisture inside the crystal; (4) 10+ years since last service regardless of perceived condition (oils degrade chemically even on shelved watches). Don't service "just because" the brand-recommended interval has passed; modern lubricants typically run 7-12 years before requiring replacement.
Cost expectations
Volume-tier 3-hand (Tudor, Tissot, Hamilton, Longines): CHF 300-600 at brand service centres, CHF 200-400 at independent watchmakers. Luxury 3-hand (Rolex, Omega): CHF 600-1,200 at brand, CHF 400-700 at independent. Chronograph: CHF 1,000-2,500 at brand. Haute-horlogerie / complications: CHF 2,000-10,000+ at brand; some references (perpetual calendars, minute repeaters, tourbillons) require return to manufacturer for parts.
Brand vs independent watchmaker
Brand service centres get genuine factory parts and full diagnostic equipment but charge premium prices and may replace components your watchmaker would have repaired. Independent watchmakers cost less, often do better hand-finishing of older pieces, and can service vintage that the brand has end-of-lifed. The trade-off: many modern brands (especially Rolex post-2010, Patek, Lange) refuse to sell parts to independents, so independent service of recent watches relies on grey-market or salvage parts. For modern Rolex / Patek / Lange, brand service is realistically the only option for major work.
Vintage watch caveats
Vintage watches (pre-1990) require careful servicer selection. Most major brands no longer stock parts for movements out of production; an independent watchmaker with parts inventory is often your only path to keeping the watch running. Some vintage Rolex calibres (1570, 3035, 3135) the brand still supports; Omega Cal. 321, Lemania 2310, Valjoux 72 the brand has end-of-lifed but specialists keep alive. Vintage service is more expensive than modern (CHF 1,500-4,000 typical) because of parts scarcity and skill premium.
Daily-wear hygiene
Between services: rinse with fresh water after saltwater exposure; never operate the crown underwater; avoid magnetic exposure (laptops, MagSafe, MRI); keep watches running on a winder ONLY if you wear them rotationally (continuously winding a stored watch wears the parts that don't need to wear). For stored mechanical watches, let them run down naturally; the lubricant resists drying better when the parts are at rest.