What amazes me is they are essentially commiting larceny, and getting away with it. They replace a dial for instance (for a substantial fee) only when you provide the old one in "exchange". That says, even though you OWN the original dial, we are going to take it from you AND THEN charge you for another dial.
I don't know about Switzerland, but in the US, that is called larceny (theft for the non-english speakers).
I am suprised a court case did not yeild any results... Theft is pretty cut and dry.
Now, if you leased the watch from rolex, and never fully owned it (such as a Comex for example) that is a different situation. They "upgraded" those watches when they came in of service to the latest crown configuration for example.
For comparison, as expensive as Omega is for their service (getting close to Rolex for similar services), the old parts are returned to you when you have replacements installed. Either they understand they cannot steal from their customers, or they had a lawsuit and did not come out from it well...