The Rolex Pepsi: Rugged Examples That Honour the DNA of the GMT Series

Few timepieces boast the iconic status of the Rolex GMT-Master, a watch synonymous with precision and rugged functionality. Among the various iterations of this legendary series, one of the most distinguished variants is the blue and red bezel, affectionately dubbed the “Pepsi” by Rolex enthusiasts. The GMT-Master series was initially designed in the 1950s for professional pilots, allowing them to track two time zones simultaneously. This distinctive feature was born out of a collaboration with Pan American Airways, marking the start of Rolex’s dedication to creating watches that meet specific, functional needs.

The Pepsi bezel, a signature of this series, embodies both style and purpose, blending the vibrant blue and red colors with the highly practical rotating bezel for time zone tracking. As with all Rolex Professional models, the GMT-Master’s design has always prioritized durability and reliability, hallmarks that resonate deeply within the collecting community. When a vintage Rolex Pepsi watch with fascinating provenance and a storied history appears at auction, collectors are eager to honor the DNA of the Rolex brand, recognizing the model's timeless appeal. This article explores four exceptional Rolex Pepsi examples that encapsulate the rugged elegance of the GMT series.

This Rolex GMT Master Reference 1675 was sold for 500,000 HKD in April 2018.

This rare iteration of the Pepsi model features a tropical gilt dial, a feature that has made it highly coveted among collectors. Its 39mm case houses the reliable Caliber 1560 automatic movement, offering precision and dependability. The dial itself, once black, has naturally aged over time, transforming into a rich, tropical brown. This transformation, a result of exposure to light, gives the watch a unique patina, further accentuated by the gilt chapter ring and luminous hands. The red arrow hand, which points to the second time zone, complements the watch's overall design, with the magnified date aperture adding further functionality.

Produced between 1959 and 1963, the Reference 1675 is known for its early models, which featured pointed crown guards—a design feature that was eventually phased out, increasing the watch’s desirability among collectors. The watch retains its original Oyster case and rotating 24-hour bezel, paired with a practical brown leather strap, enhancing both its rugged appeal and vintage authenticity. The rare tropical dial and distinctive design elements contributed to the strong reception this watch received at auction.

This Rolex GMT Master Pepsi Reference 6542 was sold for 177,800 CHF in May 2023.

Introduced in 1954 and produced until 1959, the Reference 6542 was the original model designed in collaboration with Pan American Airways, specifically for their pilots. It features a 38mm stainless steel case, and while the early versions of this model were fitted with a fragile Bakelite bezel, they were later replaced by more durable aluminum bezels. The Reference 6542 was also subject to an interesting piece of history—these watches were recalled by the Atomic Energy Commission in the United States due to excessive radiation levels from the radium lume used at the time.

This particular Rolex Pepsi Reference 6542 boasts unique provenance, having originally been owned by Captain Clarence Jooj Warren Jr. of Pan American Airways. Captain Warren, a notable figure in aviation history, was frequently called upon by the White House and entrusted with the safety of prominent figures, including Vice President Nixon in 1959. The watch even appeared in the famous 1959 Pan Am "Flies on Rolex Time" advertisement, further cementing its historical significance. Powered by the Caliber 1036 movement, the watch’s gilt dial with radium lume and lack of crown guards make it a highly collectible piece.

This Rolex GMT Master Reference 6542 was sold for 62,500 USD in December 2014.

The 6542 model is particularly coveted due to its Bakelite bezel, a feature that makes it one of the rarest and most desirable Rolex Pepsi watches. The 36mm stainless steel case is paired with a stunning black tropical dial, enhanced by gilt outer minute tracks and bold lettering. The red arrow hand indicates the second time zone, maintaining the model’s practical design features. The Bakelite bezel, while prone to damage due to the material’s fragility, remains in excellent condition on this watch, adding to its collector’s appeal.

As with other early Rolex Pepsi models, the dial has aged beautifully, taking on a dark brown hue that enhances the gilt lettering. The watch’s well-preserved steel bezel features clearly defined teeth, adding to the vintage charm and increasing its value among collectors.

This unique Rolex GMT Master Reference 1675, sold at a 2020 Sotheby’s Watches auction in New York, is one of only 35 Rolex examples featured in the sale.

This particular watch stands out due to its rare "Exclamation Point" dial, a feature added to early 1675 models to denote that the watch met new atomic energy regulations regarding radiation levels. The "Exclamation Point" dial consists of a luminous dot located beneath the 6 o'clock marker, an innovation Rolex introduced to indicate that the radium lume levels had been reduced to meet safety standards. This rare and highly sought-after model, produced in 1958, exemplifies the exceptional craftsmanship and historical significance of early Rolex Pepsi models.

The Rolex Pepsi models, particularly the vintage iterations like the Reference 1675 and 6542, are not only remarkable for their iconic design but also for their rich history and connection to the aviation industry. These watches have transcended their functional origins to become timeless collector's pieces, celebrated for both their rugged durability and their distinctive, colorful bezel. When such watches come to auction, they offer a rare glimpse into the past, providing collectors with an opportunity to own a piece of Rolex’s storied legacy. Each of these exceptional pieces, with their unique provenance and historical significance, stands as a testament to the enduring appeal of the Rolex GMT Master series.

The red and blue “Pepsi” bezel was originally designed to help pilots distinguish between day and night hours while tracking multiple time zones. Its instantly recognizable color combination has since become a symbol of the GMT-Master’s aviation heritage and timeless style.

Early Pepsi references such as the 6542 and 1675 can be recognized by details like gilt tropical dials, pointed crown guards, Bakelite bezels, and red arrow GMT hands. These features not only reflect Rolex’s early design evolution but also significantly influence each watch’s collectability and value.

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Find Out The Value Of Your Rolex GMT Master Pepsi Watch