Rolex
Reference 16753 GMT-Master 'Root Beer' Dr. Pepper | A yellow gold and stainless steel automatic dual time wristwatch with date, bracelet, and nipple dial, Celebrating the 100th Anniversary of Dr. Pepper, Circa 1985
Auction Closed
December 8, 10:03 PM GMT
Estimate
10,000 - 15,000 USD
Lot Details
Description
Dial: brown sunburst
Caliber: cal. 3075 automatic, 27 jewels
Movement number: 1'090'791
Case: 18k yellow gold and stainless steel, screw down case back engraved 'WWC DR PEPPER COMPANY 100th ANNIVERSARY BEST YEAR EVER JRA'
Case number: 8'957'007
Closure: 18k yellow gold and stainless steel Rolex Jubilee bracelet with folding clasp, folding clasp with gold 10-2-4 Dr. Pepper logo
Size: 40 mm diameter, bracelet circumference approximately 185 mm
Signed: case, dial, and movement
Box: no
Papers: no
Throughout the 1950s to the 1980s, Rolex began a company logo program in order to promote the Rolex brand, increase sales, and stave off competition particularly in the United States. The company even ran print ads in the US, encouraging businesses to have their logos featured on Rolex watches. These customized watches became a way to recognize long-serving employees, offering them as service awards, with some of the most sought after and famous examples featuring the Domino's and New York Yankees logos.
The popularity and renown of these Rolexes led many brands to gift Rolexes, customized or not, to high performing employees. The present Reference 16753 was most likely gifted to a long-serving employee of Dr. Pepper to celebrate their 100th Anniversary. The case back is engraved 'WWC DR PEPPER COMPANY 100th ANNIVERSARY BEST YEAR EVER JRA', and the folding clasp is customized by Dr. Pepper with a 10-2-4 round logo.
10-2-4 on Dr Pepper refers to an old marketing slogan from the 1920s that encouraged people to drink the soda at 10:00 AM, 2:00 PM, and 4:00 PM to help boost energy throughout the day. This campaign was based on a then study from Columbia University that found a person's blood sugar tends to drop at these times. While the numbers are no longer on modern cans, you can still find them on vintage glass bottles, bottle caps, and at events like the Dr Pepper Museum's 10-2-4 Club.