Gardner-Collier Jewelry Co. has about the best service and selection around. I cannot speak for all of their locations, only the Kirksville, MO store. Bryan and his staff have always been courteous and friendly. They may have prices a bit higher than Zales or other "mall" stores, but you cannot beat the selection or service.
I am a regular (2-3 time a year) customer and they always remember me, cater to me and treat me like I'm important.
Gardner's is no longer a Rolex dealer, but Bryan himself fitted the bracelet on my new DateJust for me free of charge. He just wanted to see someone happy with a product that he used to sell.
That's top shelf!