Not sure what people do in general, but you can always go to a good local watch maker to get the service done. Typically that will be less than the AD. The recommended cycle is 3 to 5 years, some say don't service it till something stops working. I'd have to guess people with enough money in a watch will make the effort to get it serviced. If they consider it throw away, they'll just get it replaced. Servicing can get pricey, I'd assume people only service 1k + watches...Just like to get some information. I know most owners of higher end watches got to an AU dealer to get their watches serviced. How about the lower and midrange automatics. Just like to hear where people normally go to get them serviced if at all.