I have never used this site but I did check out a few things. Here are my concerns:
1. The only accepted payment methods are Bank Wire Transfer, Money Order, Cashiers check, Western Union Money Transfer, MoneyGram, ACH. This means that if you run into any problems or are trying to get a refund, you have no leverage with the seller. Once you pay them, the money is gone! I would only buy from a dealer that is set up to accept credit cards or PayPal - at the LEAST! Of course, the reason they don't is probably due to the next concern.
2. In light of the first concern, this one is even more of an issue. You may have noticed that there is nothing on the website to tell you where they are located. There are no addresses and no phone numbers. I did see a link where you could contact them via e-mail. If you check out their domain registration you will see that they are from Moscow, Russia. Here is a link where I found their domain registration info:
The key issue here is that if you buy a watch from them that they advertise as an "authentic Rolex", there is no way for any law enforcement to go after them for fraud since you are in the US and they are in Russia!
3. Rolex does not allow their authorized dealers to sell new Rolex watches online. About the only reliable online Rolex watch dealers are selling vintage and previously owned Rolex watches. I have listed one of them - Anaheim Watches - on the Rolex Watches page.
If you are really interested in buying a new Rolex watch online, I would strongly suggest that you be prepared to do your homework. I would recommend you get a copy of the Replica Watch Report so you can verify the authenticity of any Rolex watch you end up buying.