About the Watch

The Rolex Coke has been a favorite of pilots and world travelers since its introduction in 1982. In fact, the very first GMT-Master II that Rolex brought to market belongs to the Coke family. The original bears the reference number 16760, and its most distinctive feature is its black and red bezel. This color combination reminded people of a Coca-Cola can, and fans were quick to nickname this GMT-Master II the "Rolex Coke." However, the 16760 also goes by other names. You may hear people refer to this model as the "Fat Lady" due to its caliber 3085 and the resulting thicker case. Rolex only produced the 16760 for a few years, meaning this reference is quite rare and coveted among collectors today. The somewhat flatter GMT-Master II (ref. 16710) replaced the "Fat Lady" in the late 1980s and was in production until 2007. Thanks to its long production run, this model is a much more common sight on the market than its predecessor. However, prices for well-maintained timepieces aren't too much lower than those of their rarer counterparts. Since ceasing production of the 16710, Rolex has yet to release another GMT-Master II Coke watch. Instead, the company has turned their attention to creating new versions of the even more famous GMT-Master II {keyword-rolex pepsi,Pepsi}. As you may have guessed, this watch has a red and blue bezel just like the logo of Coca-Cola's greatest rival.

About the Brand

Known the world over, Rolex is a benchmark for prestige and quality in watchmaking. Since its creation, the brand has placed the reliability of its products uppermost. It submits virtually its entire movement production for testing by the Contrôle Officiel Suisse des Chronomètres to obtain COSC certification. Rolex is also renowned for its after-sales service which is performed by staff who have been specially trained, often in Rolex's own schools in countries around the globe, including the United States and Japan. Rolex was founded by Hans Wilsdorf. A Bavarian watchmaker who emigrated to Switzerland, he immediately put his natural flair for products and business acumen at the service of a brand that would soon forge an international reputation. He was succeeded in 1963 by André Heiniger, whose son Patrick took over at the helm in 1992. Bruno Meier in 2009 then Gian Riccardo Marini in 2011 were successively appointed at the head of the business, a limited company (société anonyme) that is wholly owned by the Hans Wilsdorf Foundation. In 2014, Jean-Frédéric Dufour, previously Chief Executive of Zenith, was named as the new CEO. Such a reputation hasn't gone unnoticed among collectors, as recent auction results demonstrate. At a 2013 sale in Geneva, for example, a Daytona Chronograph in steel achieved an absolute record price of US$ 1.1 million. The brand hones its image through associations with prominent and well-respected personalities chosen from the arts and sports. Also, in 1976 Rolex launched its Awards for Enterprise which each year single out innovative projects that promote sustainable development. The Rolex Mentor and Protégé Arts Initiative gives young artists a privileged opportunity to benefit from the experience of masters in their field.