Rolex enthusiasts fondly refer to a specific model as the "Rolex Pepsi," commonly denoting any Rolex GMT-Master with a distinct blue and red bezel. The design, characterized by half blue, half red, and white indicators, resembles the soda giant's logo. The nickname gained popularity since the mid-1950s GMT-Master reference, establishing the blue/red combination as a classic choice. Also known as BLRO (bleu/rouge in French), Rolex consistently features a blue and red bezel in GMT-Master watches, with a brief pause in the 2000s. Let's briefly explore the history of Rolex Pepsi watches in the GMT-Master collection.
The First Rolex Pepsi: GMT-Master 6542
The inaugural Rolex Pepsi made its debut as the GMT-Master 6542 in the mid-1950s, officially launched in 1955 (though some examples are dated to 1954). This stainless steel model featured the iconic red and blue "Pepsi" bezel, crafted from Bakelite and illuminated with radium. However, the Bakelite bezel's stint was short-lived due to its tendency to crack, prompting a recall by the Atomic Energy Commission in the US. Rolex swiftly replaced it with aluminum bezels in the same red and blue hues. Consequently, locating a vintage GMT-Master ref. 6542 with the original Pepsi Bakelite bezel today is an exceptionally rare find.
GMT-Master 1675
Around 1959, Rolex launched the GMT-Master 1675, the second generation and longest-running reference until 1980. Maintaining the iconic red and blue "Pepsi" bezel, it saw significant upgrades, including crown guards, increasing the size to 40mm—a dimension still present in the GMT-Master II. The aluminum bezel insert persisted until 2005. During its extended production, the 1675 underwent updates, transitioning from Caliber 1565 to Caliber 1575 in the mid-1960s. Dial designs evolved from glossy with gilt details to matte black with white text. While initially featuring a blue and red Pepsi bezel, an all-black option was introduced in the 1970s for the steel GMT-Master ref. 1675.
GMT-Master 16750
In 1980, Rolex unveiled the third-generation model, the GMT-Master 16750, introducing the Caliber 3075 movement with a convenient quickset date feature for independent adjustment of the date window. The updated movement necessitated a rearrangement of the hands: hour/GMT/minute/second, deviating from the previous GMT/hour/minute/second sequence.
In terms of appearance, the GMT-Master 16750 closely resembled its predecessor, featuring a stainless-steel case, the signature blue and red Pepsi bezel, a black dial, and a stainless-steel bracelet. Production of the GMT-Master 16750 continued until around 1988, with later examples (from about 1986 onwards) incorporating white gold applied frames surrounding the hour markers—a design element reminiscent of contemporary models.
GMT-Master 16700
The GMT-Master I's final iteration, the reference 16700, marked the end of an era before the GMT-Master II assumed the spotlight in the collection. Produced from approximately 1988 to about 1999, this model was exclusively crafted in stainless steel.
Noteworthy was the option provided by Rolex to choose between the classic Pepsi bezel and an all-black variant. A significant upgrade for this reference was the introduction of scratch-resistant sapphire crystal, replacing the previously used acrylic crystal.
GMT-Master II 16710
The GMT-Master II reference 16710 was the first to feature the Pepsi bezel, distinct from the initial model with a Coke bezel. Released in 1989 and produced until the mid-2000s, it offered Pepsi, Coke, and all-black bezel options. Concurrently, Rolex produced it alongside the GMT-Master 16700, positioning the latter as a more affordable alternative. The GMT-Master II allowed independent operation of GMT and hour hands for tracking a third time zone. The 16710 marked the end of the aluminum bezel era before Rolex's shift to Cerachrom ceramic bezels. Discontinued in 2007, the Pepsi variant vanished from Rolex's catalog for seven years.
The First Ceramic Rolex Pepsi: GMT-Master II 116719 BLRO
In 2005, Rolex introduced Cerachrom ceramic bezels, initially limiting them to all-black variations for the GMT-Master II line due to technical constraints. However, the company later overcame this limitation and introduced bi-color Cerachrom bezels.
In 2014, the iconic Rolex Pepsi made a comeback, adorning the bezel of a white gold GMT-Master II (ref. 116719) rather than the traditional steel model. This release not only marked the return of the Cerachrom Pepsi bezel but also introduced the first-ever white gold GMT-Master. The choice of white gold was rumored to be a strategy to limit production, as crafting the blue and red ceramic bezel posed manufacturing challenges.
GMT-Master II 126710 BLRO
In 2018, Rolex unveiled the GMT-Master II ref. 126710BLRO, featuring a long-awaited stainless steel build with a Cerachrom blue and red Pepsi bezel. Powered by the new-gen Caliber 3285 automatic movement, it boasted a 70-hour power reserve. The watch quickly became a coveted Rolex, initially offered with a Jubilee bracelet and later, in 2021, with the sportier Oyster bracelet as an alternative.
GMT-Master II 126719 BLRO
In that same year, Rolex launched the GMT-Master II 126719BLRO, a white gold Pepsi iteration succeeding the prior 116719 model. It featured a distinctive blue dial that harmonized with the "night hours" on the Pepsi bezel, maintaining specifications such as the Caliber 3285, 40mm case diameter, and 100-meter water resistance. The following year brought the debut of a meteorite dial exclusively for the white gold Pepsi, paired with an Oyster bracelet, distinguishing it from its steel counterpart.
Pepsi Perfection: The Timeless Allure of Rolex's Iconic Classic
The Rolex Pepsi, cherished for its distinctive style and practicality, remains a top choice among watch enthusiasts. Whether vintage or modern, in steel or white gold, on a Jubilee or Oyster bracelet, its enduring appeal is evident in its timeless design and versatility.
