Rolex pricing in Tenerife

[chesby]

I'm currently on Holiday on Tenerife and out of curiosity popped into the Rolex dealer in Playa De Las Americas to ask the price of the new Sea Dweller. I was informed it was 8550 euros. I thought with the island being "duty free" the Rolexes might be cheaper.

Does anyone know if that is the standard European price?

Many Thanks

[chesby]

I was just asking because I thought they might have the standard European price but with the lower VAT rate the Canaries enjoys, leading to a discount of 10-15% over the price in mainland Spain for example.