Need advice concerning a small claims lawsuit

[TheFaucet]

I bought a Rolex Oysterquartz online last September. I took it in to a jewelry store to have a link removed because the bracelet was loose. Instead of removing the link the guy doing the repairs went ahead and decided to open up the case because he saw that it wasn't sealed and that moisture was getting in. Well in the process of opening up the case he breaks the watch (because the case was crossthreaded). The store sends the watch in to Rolex but they say the watch is broken beyond repair. When I walk into the store asking to be compensated for the broken watch, they refuse. The store owner starts questioning the value of the watch, saying it isn't worth the $3000 that I paid for it, that parts were already broken, that he's "not eating it" and that he'll contact his son, who's an attorney. I guess one thing I should note is that I'm 22 and this guy is in his 60's so he probably takes me lightly.

Now the owner of the store is a two-faced scumbag and I would like nothing less than to see this man and his business suffer. I had to threaten him with a lawsuit just to make him stop ducking me. He doesn't know how to run a business or how to take care of his customers and he has a reputation for being underhanded. I've already contacted the people I bought the watch from and they will be backing me up concerning the value and quality of the watch. I would rather settle out of court but I feel I have a strong case if this goes to small claims.

So if this goes to court should I hire an attorney, especially if the guy I'm suing have one? Should I look to be compensated for sentimental value? Are there any criminal charges I can press? I would really like to milk this guy if he makes me go to court with him.

Also if you have any suggestions for things I can do out of court to "encourage" the scumbag to reimburse me let me know.