From my research on this subject, looked at what watch collectors have posted online about markup pricing on high end watches such as Omega. Overall, pricing markup can go from 30%-50% at company owned stores. This is because of high rent for their "boutique" stores as well as staff salaries. What is suggested by many is to look for online sellers that offer better pricing for the same watch. Some to inquire with further include:
You are correct in terms of the suggested retail price and what is listed for wholesale. Physical stores will though have a much more higher markup because of rent and salary of employees. Online stores can have a lower price range because of not having a physical store. From my research on collectors of this brand of watch, expect at least a 30-50 percent markup.
The top watch magazine in the US talks recently on purchasing a new watch and what should be expected. From the article, it says that "Authorized dealers in a conventional brick and mortar shop strictly use the official price tags on their watches". So with this in mind, I would believe that watch sellers that are not authorized could have pricing that varies. Same would go with online sellers.