I have the 15" MacBook Pro Retina and installing Windows 7 via Bootcamp was a breeze. I own the Windows 7 Upgrade on disc. Basically to activate Windows 7 on the Bootcamp partition, you have to install Windows 7 twice. Here are the steps that I followed.
An external Superdrive is NOT required. This does require another computer with Windows installed on it though.
On a computer running Windows do the following:
Step 1: Download the Windows 7 iso file from this link: http://www.pcworld.com/article/248995/how_to_install_windows_7_without_the_disc. html
Make sure to download the version that matches your license ( if you already own Win7 and choose the 64-bit download)
If you already own a valid Windows 7 license then there is no need to purchase another disc/license code
Either a Windows 7 Full or Windows 7 Upgrade license can be used. Only the licenses differ as the iso files are all the same.
Step 2: Download the Windows USB/DVD Mounting tool to mount the iso that you downloaded onto your flash drive http://www.microsoftstore.com/store/msusa/html/pbPage.Help_Win7_usbdvd_dwnTool
After following the directions you are ready to begin your installation on your Mac
On the Mac which you are installing Windows on do the following:
Step 3: Plug the flash drive into your Mac and launch the bootcamp installer. Follow the directions and install the Windows support files onto another usb flash drive. If you do not have one present you can always return and download the support files.
Step 4: On the Windows 7 installer choose the custom (advanced) install option. After that select your bootcamp partition (it should say bootcamp) and click Drive Option (advanced). Click format. Make sure you have your bootcamp partition selected to prevent the accidental deletion of your primary OSX partition. Proceed with the rest of the installer.
Step 5: Follow the installer until you are prompted to insert the license key. DO NOT ENTER THE LICENSE KEY AND CLICK CONTINUE. After Windows is sucessfully installed fire up the Windows installer from the flash drive from the windows desktop. Go through the installer again this time choosing Upgrade instead of Custom (Advanced). Once Windows installs again, proceed to activate Windows manually from the Control Panel. After putting in your license code, the activation may fail and prompt you to activate using Microsofts phone activation system. If so follow their directions and you should be good to go.
The above steps worked well for me. Let me know if you have any questions.