But there's more to the story than just performance. Pepsi’s striking colors and unmistakable design have made it one of the most talked-about pieces in the watch market. And with demand consistently outpacing supply, it’s beyond a mere fashion choice; it’s an investment in something that holds its value. This page will explore why this masterful piece remains one of the world's most iconic and sought-after watches.
The Rolex Pepsi Origins & Heritage
The Rolex GMT-Master II Pepsi is a piece of aviation history, wrapped in an unmistakable red-and-blue bezel that watch lovers instantly recognize. So why “Pepsi”? That nickname comes from the signature bezel color combo, which resembles the famous soda can. But don’t let that playful name fool you. This wristwatch is serious business, with a legacy that stretches back to the golden age of international travel.
Born in the Jet Age
The story starts in 1954, when the brand created the first GMT-Master (Ref. 6542) in collaboration with Pan American World Airways. Commercial air travel was booming at the time, and pilots needed a reliable tool to track multiple time zones. The watchmaker answered with a revolutionary design: a 24-hour hand paired with a rotating bezel.
That original watch came with a red-and-blue Bakelite bezel insert. It was color-coded to distinguish day from night at a glance. This is what would become the now-famous Rolex Pepsi bezel, although the nickname would catch on years later. It was functional, bold, stylish, and perfectly suited for the elite travelers of the day.
The GMT-Master Evolves
As air travel became more accessible and demand for the GMT-Master grew, the brand refined the design. In 1959, the Bakelite bezel was swapped for more durable aluminum in the Ref. 1675. By 1982, the watchmaker unveiled the GMT-Master II Pepsi, starting with Ref. 16760, better known among collectors as the “Fat Lady.” This model introduced an independently adjustable GMT hand, which allowed wearers to track up to three time zones. The Pepsi bezel returned in full glory in 1989 with Ref. 16710, and collectors couldn’t get enough.
Red and Blue
The red half of the bezel symbolizes daylight hours, whilst the blue represents night. That practical touch also happens to look incredible. Some aviation fans say the color split reminds them of old airplane attitude indicators. Others simply love its visual pop and heritage-rich vibe. But beyond function, the Pepsi bezel became a symbol of finesse. Be it on the wrist of a pilot or a city-hopping CEO, it says you value both utility and taste.
Into the Modern Era
In 2005 the watch manufacturer introduced Cerachrom, its proprietary scratch-resistant bezel material. But recreating the red hue in ceramic was a challenge. After nearly a decade, the brand succeeded with the launch of the Rolex GMT Master ii Pepsi white gold 116719BLRO in 2014. It was the first Rolex GMT-Master II Pepsi with a ceramic bezel.
The real game-changer came in 2018. We’re talking about the stainless-steel Ref. 126710BLRO. It offered everything fans loved: iconic color, dual time zone tracking, and Rolex’s rock-solid quality, at a more accessible price point. With options like the Jubilee or Oyster bracelet, this model is now one of the most sought-after Rolex watches on the market.
Specifications & Features
The GMT-Master II 126710BLRO is a watch that pairs everyday practicality with long-lasting prestige. Are you a frequent flyer, a seasoned collector, or someone investing in their first luxury piece? This timepiece delivers a rare combination of technical mastery and refined style. Let’s explore the standout features that make this model one of the most desirable in new-age horology.
40mm Oyster-Steel Case
Built for endurance without sacrificing elegance, the 126710BLRO features a 40mm case crafted from the brand’s proprietary Oyster-steel. This high-grade stainless steel is known for its exceptional corrosion resistance. The case construction includes a monobloc middle and a screw-down case back. Also, it has a Triplock winding crown that collectively delivers solid water resistance and a seamless, high-polish finish that looks sharp in any setting.
Ceramic Bezel
The standout feature of the GMT-Master II Pepsi is its iconic red and blue Cerachrom bezel insert, a bidirectional, 24-hour graduated masterpiece. Aside from its eye-catching design, this bezel is made from virtually scratch-proof ceramic that is resistant to sunlight or seawater fading. It looks so good and is built to last through decades of travel.
Caliber 3285 Movement
At the heart of the GMT-Master II beats Rolex’s in-house Caliber 3285, offering approximately 70 hours of power reserve. This self-winding mechanical caliber features the efficient Chronergy escapement, an anti-magnetic Parachrom hairspring, and the watchmaker’s signature Paraflex shock absorbers. It’s certified as a Superlative Chronometer, ensuring a precision of −2/+2 seconds per day, which is serious reliability for serious travelers.
Dual Time Zones and Cyclops Date Display
The watch combines style and function with its dual time zone feature. The arrow-shaped GMT hand and 24-hour bezel make tracking a second time zone easy. Meanwhile, Rolex's Cyclops lens magnifies the classic date window at 3 o’clock for effortless readability. This small detail makes a big difference on the go.
Scratch-Resistant Sapphire & 100m Water Resistance
It doesn’t matter if you're poolside or in the boardroom, the 126710BLRO is ready for it. A sapphire crystal protects the dial from scratches. The Oyster case and Triplock crown ensure water resistance up to 100 meters (330 feet). It’s a travel companion that doesn’t flinch at a change in environment.
The Jubilee Bracelet
This model comes fitted with the elegant and comfortable Rolex Pepsi Jubilee bracelet. It’s a five-piece link design that hugs the wrist beautifully. It has a strong Oysterlock safety clasp to keep the watch secure. The Easylink extension lets you adjust the fit easily for all-day comfort.
Celebrities Sightings
This timepiece has become a cultural icon that speaks to individuality, timeless taste, and adventure. This red-and-blue bezel beauty has been seen on some of the world’s most famous wrists. It’s worn on red carpets, in action films, and even behind the scenes. Let’s take a closer look at celebrities who wear it:
Tom Selleck
Few celebrity-watch pairings are as iconic as Tom Selleck and his GMT-Master Pepsi. He wore it on and off screen throughout his Magnum P.I. days and still sports it in later roles like Jesse Stone. The watch wasn’t just a prop for Selleck; it was part of the character. He once said the GMT-Master was a “watch that likes action.” And that perfectly summed up his persona and the Pepsi’s rugged elegance.
Daniel Craig
Known for his role as James Bond, Daniel Craig is often seen wearing various luxury timepieces. But one standout moment featured him with a GMT-Master Pepsi. It was a subtle nod to Bond’s history with the brand, blending espionage, style, and legacy all in one look.
Ellen DeGeneres
Ellen was among the first celebrities to sport the 2018 stainless steel GMT-Master II Pepsi with a Jubilee bracelet. Her love for rare Rolex pieces is well-documented, and the Pepsi is one of the crown jewels in her collection.
Other Famous Wearers
The Rolex Pepsi has also graced the wrists of several other cultural icons. This includes Brad Pitt, Che Guevara, Clint Eastwood, Eric Clapton, Sylvester Stallone, Jackie Stewart, and even the Dalai Lama. Jazz legend Dizzy Gillespie and artist Pablo Picasso both wore this watch. It’s favored by people who shape the world, not just live in it.
Is This a Good Investment?
Regarding its investment potential, the stainless steel GMT‑Master II 126710BLRO is a stylish statement and a smart financial move. If you're buying for the love of horology or with an eye on future resale, this watch delivers on both fronts.
Price Growth Over Time
Since its launch in 2018, the 126710BLRO has consistently outperformed its retail value. The original Rolex GMT Master ii Pepsi price was around $11,000. It now regularly sells on the secondary market for $19,000–$25,000, depending on condition and availability. That upward curve highlights the long-term trend in vintage Rolex Pepsi models like the Ref. 16750 and Ref. 16710. These models now fetch well over $15,000.
Supply vs. Demand
What drives the value? Limited supply and overwhelming global demand. The brand carefully controls production, and with long waitlists at authorized dealers, buyers often turn to the secondary market. A quick search for the Rolex Pepsi price usually reveals inflated and high competition, reinforcing its scarcity and appeal.
Collector Value & Resale Strength
If you're drawn to its aviation roots or love the red-and-blue aesthetic, this masterpiece has strong collector credibility. It's a modern icon with vintage heritage, and its resale strength shows no signs of slowing down. Not many watches combine wearability and value retention like this one.
Conclusion
This GMT-Master II is not just a popular piece; it’s proven. Since its 1950s debut, its style and value have stood the test of time. The 126710BLRO, in particular, consistently sells above retail and remains one of the hardest-to-get stainless steel Rolex models on the market.
Demand far outweighs supply, vintage models are climbing in price, and collectors worldwide actively hunt for a Rolex Pepsi for sale. And they are often paying a premium. Add in its travel-friendly features, precision movement, and globally recognized design, and it’s easy to see why this isn’t just a luxury watch. It’s a high-performing asset. This masterpiece started in Pan Am cockpits and later appeared on celebrity red carpets. Today, it also holds strong value in investment portfolios.
