The Rolex Pepsi: The Key References

F ew watch models are as instantly recognizable as the blue and red bezelled Rolex GMT Pepsi. Rolex watch enthusiasts have long used nicknames for their favorite models, with the Rolex Pepsi easily one of the most famous alongside icons like the Rolex Daytona Panda.

A Brief History of the Rolex GMT Master

Back in the 1950s, commercial airlines had opened up a whole new world of exploration, allowing one to get from A to B with unprecedented ease. But watches hadn’t quite caught up to the continent-hopping technology. Speedily crossing through time zones required considerable juggling to tell the time while in transit. This was especially troubling for pilots, whose job relies on precision. In search of a timepiece that could better serve their fleet, Pan Am challenged Rolex to create a watch equipped to display two time zones — for both the departure city and destination — simultaneously.

Having made watches that endured scaling Mount Everest and swimming the English Channel, Rolex already had a reputation for durable, utilitarian watches built for adventure. When it debuted in 1955, the Rolex GMT Master did not disappoint. In typical Rolex watch fashion, the watch offered an elegant solution to a practical need. The Rolex GMT Master watch’s subtle stroke of genius was the addition of a fourth 24-hour hand, in addition to the standard hour, minute and second hands, to indicate the hour for a second time zone.

While the Rolex GMT Master was created to serve professional pilots, its function was equally attractive to the burgeoning class of frequent flyers. Soon, it became the watch of the jet-set elite — a symbol of well-traveled worldliness. No longer reserved for Pan Am staffers, the Rolex GMT Master was spotted on the wrists of everyone from Pablo Picasso to Hunter S. Thompson, Che Guevara and 1964 Bond girl Pussy Galore in Goldfinger. With utility and style in equal measure, the Rolex GMT Master remains one of the Rolex brand’s most emblematic models to this day.

How To Own the Rolex Pepsi - The Key References

Below we set out five key references of the Rolex Pepsi across its illustrious 7-decade plus history, allowing buyers to select their Rolex GMT Pepsi from vintage to modern-day examples. Sotheby's global network of Rolex specialists have sold many examples of all of these models, making us the ideal partner to trust with the purchase or sale of a Rolex Pepsi.

Rolex GMT Master Pepsi Reference 6542

This Rolex GMT Master Pepsi 6542 was sold in November 2023 for 38,100 CHF. Produced between 1954 and 1959, this Rolex Pepsi watch was the original Rolex GMT Master model designed in collaboration with Pan American Airways for their pilots. It featured a 38mm stainless steel case and initially came with a fragile Bakelite bezel, which was later replaced by an aluminum version. A little known fact about the reference 6542 is that these watches were subject to a recall in the US. The Atomic Energy Commission stated that the levels of radiation from this watch were too high. This Rolex Pepsi watch has a brown leather strap honoring it's rugged and practical DNA.

Powered by the Caliber 1036 movement, the 6542 is distinguished by its gilt dial with radium lume and lack of crown guards, making it a highly collectible and historically significant timepiece.

Rolex GMT Master Reference 1675

This Rolex GMT Master Pepsi Reference 1675 was sold in for 11,400 USD. Introduced in 1959 and in production until 1980, it became one of the longest-running Rolex watch references. This Rolex Pepsi GMT watch came with a 40mm stainless steel case and was available in gold and bi-metal versions. It marked the introduction of crown guards and underwent various dial changes, transitioning from matte to glossy dials with white gold surrounds. Powered initially by the Caliber 1565 and later by the 1575 movement, the 1675 is a classic example of the Rolex brand's evolution in design and functionality. This Rolex Pepsi 1675 features some of the many changes and variations in the reference during its 21-year production run.

Rolex GMT Master II Reference 16710

Rolex GMT Master II Pepsi — Rolex GMT Pepsi Reference 16710

This Rolex GMT Pepsi Master II 16710 was sold in June 2024 for 21,600 USD. Produced from 1989 to 2007, this Rolex Pepsi watch featured a 40mm stainless steel case and introduced the innovative independently adjustable 24-hour hand, allowing for the tracking of a third time zone. This Rolex GMT model was powered by the Caliber 3185 and later by the 3186 movement. It featured an aluminum bezel and a gloss dial with white gold surrounds and Super-LumiNova luminescence.

In recent years, the Rolex GMT Pepsi Reference 16710 has seen increased demand amongst collectors, with Sotheby's at the heart of collecting activity. Originally sold in Sotheby’s Summer 2024 Important Watches auction for $21,600, the above Khanjar Pepsi model was distinguished by its incredibly coveted Khanjar dignitary engraving on the case back and red-and-blue Rolex GMT Pepsi bezel.

Rolex GMT-Master II Reference 116719BLRO

This Rolex GMT Pepsi Reference 116719BLRO was sold in September 2023 for 35,560 EUR. Presented by Rolex in 2014, it made its debut one year after the Rolex GMT Batman and seven years after the first ceramic bezel Rolex GMT 116710LN. With this new model, Rolex resurrected the signature Rolex Pepsi bezel and offered it for the first time on a ceramic bezel crowning a maxi case. The new Rolex GMT Pepsi was only available in white gold, which commanded a serious premium compared to the stainless steel black bezel version. Furthermore, the 116719BLRO was the first white gold Rolex GMT watch made in series without precious stones.

This model featured a 40mm case and was powered by the Caliber 3186 movement, later updated to the 3187. The black dial with Chromalight luminescence and the advanced ceramic bezel technology enhanced both its aesthetic appeal and functionality, representing a significant evolution in the Rolex GMT Master line.

Rolex GMT Master II Reference 126710BLRO

This Rolex GMT Pepsi Reference 126710BLRO was sold in June 2024 for 21,600 USD. Its 2018 release marked the first instance of a Cerachrom ceramic red and blue Rolex Pepsi watch bezel being fitted to a stainless steel watch. Previously, the iconic bi-color ceramic insert was only available on precious metal versions of the Rolex GMT Master II.

The next-generation Caliber 3285 movement provides the ref. 126710BLRO with an increased 70 hour power reserve, while a refined case shape and Jubilee bracelet further differentiate it from Rolex’s other sports watches and make this timepiece a modern take on a true classic. The Rolex GMT Pepsi Reference 126710BLRO marked the long-awaited return of the model to the Rolex GMT-Master collection.

Source Your Next Rolex GMT Master Pepsi

Over the decades Sotheby's Rolex specialists have sold a huge number of Rolex GMT examples, including many in the iconic Rolex Pepsi colourway. Watches brought to market range from highly functional watches to enjoy daily through to rare examples with extraordinary provenance. Let Sotheby's Rolex experts support you and in doing so be part of our passionate community of watch enthusiasts and collectors.