Depends on where you live. I have sent four watches (original Autavia, Silverstone, Monaco and early Chronograph) for service. Dealer had to pass them on to Tag-Heuer in London who sent them back to the factory in Switzerland. First three were fully serviced (also replaced hands, crowns and crystals) but the old one was returned 'as is' as they did not have the parts and were unwilling to service it in case something broke. Expect a 4 month turn around and $500 bill. They refuse to refinish the cases for some reason but otherwise a fantastic job with official warranty. So yes they can replace the crown but whether they will do this without you agreeing to a full service I very much doubt.