Which Models to Watch
In Baselworld 2018 Rolex debuted the newest iteration of their classic ‘Pepsi’ bezel, now rendered in Cerachrom, and presented on a jubilee bracelet in Rolesor steel.
It was not only magnificent to behold, it blew sales expectations out of the water.
Retailing at $9,400, the Rolex GMT Master II ‘Pepsi’ variant is a bargain. If (and it is the most gargantuan ‘if’ I’ve ever used) you get the chance to buy one of these at retail, do it. Do it even if you have to take out a new credit card. It’s worth it.
Realistically, you’re now looking at a two-year waiting list to get this piece on your wrist (and that’s if Rolex decides to release the piece to your retailer, and assuming your retailer wants to sell it to you).
For that reason, the Rolex GMT Master II ‘Pepsi’ is trading with ease on the grey market at over $20,000. But please beware. If you do have one of these watches, and you’ve bought it through official channels, DO NOT rush to sell it immediately. If Rolex or your retailer find out you flipped such a preferential model, they will blacklist for a serious lack of respect.
If you’re serious about collecting watches and you’re in this game for the long haul, that kind of reputational stinger is something you want to avoid.
And anyway, you only have to hold onto it for 3 years before Rolex would tolerate you selling it. In my opinion, these watches aren’t going to do anything but appreciate as time goes on, so I’d buy now and stick it in the safe (or just wear it and enjoy it for the brilliant timepiece it is).