I don't think "first sale" doctrine applies here. The retailers sign a contract with Rolex in order to buy watches; Rolex argues that the contract can say what

I don't think "first sale" doctrine applies here. The retailers sign a contract with Rolex in order to buy watches; Rolex argues that the contract can say whatever they want. Since you didn't sign any contract with Rolex, you can sell as many of their watches online as you like. Many people buy Rolexes online.