Its time for a service.
Take it to any Rolex re-seller that offers repair or to any good timepiece service center. If its a vintage piece i would recommend sending it to Rolex, paying the extra cost to receive the watch with full Rolex repair documents and service history. The Rolex web site has information on this. Also this company does a fine job on Rolex repair. https://www.bobswatches.com/rolex-repair-service