Rolex Coke

Pepsi vs. Coke: The Rolex GMT-Master Coke

With vintage watches being extremely popular, the Rolex GMT-Master and GMT-Master II belong to the ones that are highly sought-after. The GMT-Master with a black and red bezel is often nicknamed "Coke" a nod to the iconic Coca-Cola colors.

Introduced in 1983, the 'Coke' variant of the Rolex GMT-Master made its mark with the reference 16760. This model is notable not just for its striking black and red bezel but also for introducing several technical advancements. It was the first GMT-Master to feature the new 3085 calibre movement, allowing for the independent setting of the hour hand, an innovation at the time. Collectors frequently praise the 16760 for its robust construction and unique aesthetic, which set it apart in the vintage watch market.

The regular GMT-Master featured a black (ceramic) bezel, while the 'Coke' model stands out with its two-tone bezel. While you can recognize newer Pepsi models by the ending 'BLRO' (Bleu/Rouge) in the reference number, the Coke lacks such a straightforward indication, leaving it a sought-after mystery in some respects.

The Rolex GMT-Master Coke isn’t being produced anymore since 2007, and that’s one of the reasons why prices skyrocket on these vintage pieces. Especially the Rolex GMT-Master Coke’s with patina on the dial and hour markers, are popular amongst collectors. You can even find these pieces with some wear on the two-tone black and red bezel, making it extra special.

Prices of these 'Coke' Rolex watches tend to rise, starting at around €13.000 for pieces showing wear, up to €20.000 for NOS (new old stock), or unworn examples on Wristler. Current Rolex 'Coke' prices reflect a robust secondary market, often exceeding initial expectations due to their rarity. Given their rarity and appeal, if you find one in excellent condition, it's a worthwhile addition to any collection, arguably more special than the Pepsi with its increasing ubiquity.

Despite the 'Coke' model being discontinued, its popularity continues to surge. The allure lies not only in its history but also in its investment potential; vintage Rolex models are known for appreciating over time. The 'Coke's' unique bezel and classic design make it a standout piece among GMT-Master enthusiasts. As collectors hunt for prime specimens, market prices reflect scarcity, ranging significantly based on condition and provenance.