Rolex Coke​

Rolex Coke is any Rolex GMT-Master II watch with a red-and-black bezel insert. Rolex Coke​ first debuted in 1954 with a red-and-blue colorway that collectors call the “Pepsi.” The Coke didn’t appear until 1983, with the advent of the GMT-Master II (featuring an independent 24-hour hand). The Rolex Coke remained in the lineup until its discontinuation in 2007. Although Rolex fans keep predicting its revival, it hasn’t happened yet–well, unless you count the rare “Icy Coke” versions with rubies and black sapphires on the bezel.

Rolex Coke​ is an interesting watch. Coming to market in 1989, it remained in production for close to twenty years. By all accounts it was a strong seller for Rolex. Which means today there are quite a few in circulation. Or, put another way, it’s not what collectors would term “rare”. Likewise, there’s nothing that significant about this reference. Other than the fact that this would be the last time we saw the Coke bezel in production. And yet, it holds its own on the secondary market

As is often the case with older Rolex models, this first run of the Rolex Coke​ was short lived. Its production life spanning a mere five years. Making it quite sought after by collectors these days due to its low volume. And historical significance. (Being the first GMT-Master II and the first appearance of the Coke bezel.). As another interesting aside, the Ref 16760 was only offered in one version. Stainless steel case. Coke bezel. And Oyster bracelet. Take it or leave it.

The following year, in 1989, Ref 16710 came on the scene. Unlike the Ref 16760 though, it came in a variety of options. Three steel models with your choice of the popular Pepsi bezel, as well as a Coke or full black variant