The store cannot just take a rep off your wrist because you walked into their store. However, technically, if you remove your rep to try on a gen Rolex & store personnel (who, in legal terms, are agents of Rolex) identify it as infringing on Rolex patents/trademarks, it can be seized. That said, even though they are trained to spot fakes, whether the average sales person is going to actually ID your rep &/or risk the potential fallout relating from mistaken identity is another thing.
Still, because Rolex is somewhat unique when it comes to the application of patent & trademark law (at least in the US), it is best to play it safe & never wear a rep into an AD or any establishment that repairs or sells Rolex watches.