The Timeless Classic: Exploring the Rolex GMT Master II “Coke” and Its Enduring Appeal

NOTE: The watch presented here (the specific example shown in the images in this blogpost) was sold in FORTUNA’s ‘Fine Jewels & Watches’ auction, in April of 2023. After reading the article below, if you would like to visit this exact lot, Click Here.

The Rolex GMT Master II “Coke” has long captivated watch enthusiasts with its distinctive aesthetics, rich history, and enduring popularity. As a revered timepiece, the Coke has left its mark on popular culture and established itself as a staple in the world of horology.

The Rolex GMT Master II “Coke” was introduced in 1983 as the successor to the original GMT Master, which made its debut in 1954. Developed in collaboration with Pan American Airways, the GMT Master was designed for pilots who required a watch capable of tracking multiple time zones simultaneously. The GMT Master II “Coke” (Reference 16760) built upon this functionality, boasting an independent 24-hour hand and a bi-directional bezel that allowed wearers to track three separate time zones.

The nickname “Coke” stems from the watch’s distinctive red and black bezel, reminiscent of the Coca-Cola company’s iconic colors. The vibrant two-tone bezel not only contributes to the timepiece’s unmistakable appearance but also serves a practical purpose. The red and black segments differentiate between day and night hours, enabling wearers to track time zones more intuitively.

Over the years, the Rolex GMT Master II “Coke” has become a popular choice among celebrities and high-profile figures, further cementing its status as a cultural icon. Actors, musicians, and sports stars, such as Clint Eastwood, Orlando Bloom, and Michael Jordan, have all been spotted wearing the timepiece, testifying to its universal appeal.

This timepiece embodies the watch’s celebrated features, from the striking red and black bezel to the robust stainless steel construction. As a testament to the brand’s commitment to precision and durability, this GMT Master II “Coke” promises to impress even the most discerning collectors.

In conclusion, the Rolex GMT Master II “Coke” is a legendary timepiece that perfectly blends practicality, style, and cultural significance. Its fascinating history, unique features, and undeniable allure make it a must-have addition to any watch collection.

Where to buy Rolex watches?

You can find Rolex watches for sale at nearly every one of FORTUNA’s biweekly auctions. We are honored to sell watches from Rolex—one of the greatest brands in the history of the world—and would be thrilled to help you on your journey to build your collection, whether you are a veteran collector or just getting started. 

Register to bid at an upcoming auction today. 

The Ultimate Collector’s Treasure: A Pristine Rolex Submariner 1680 “Red” Case Study

IMPORTANT NOTE: The watch presented here is being offered for sale as Lot 2000 in our upcoming Fine Jewels & Watches auction, which is open for pre-bidding now and will go live on Thursday, April 20, 2023 After reading the article below, click here to visit the auction or hit the button at the bottom of the page to view this lot.

When it comes to watch collecting, condition can elevate a timepiece from ordinary to truly extraordinary. FORTUNA is thrilled to present an immaculate Rolex 1680 “Red Submariner” in our upcoming auction, a perfect example of how pristine condition can transform a watch into a collector’s dream.

The Submariner is an iconic and highly collectible Rolex model, worn by James Bond and adored by fans worldwide. In the late 1960s, Rolex introduced the 1680 reference with a date complication, catering to its evolving status as a cultural symbol. Rolex produced the watch with the “SUBMARINER” text written in a bright red hue for just a short period of time. In the years since, many of these watches had their dials replaced during servicing. It’s this short production run combined with a penchant for dial replacements during servicing that makes the “Red Sub” one of the most sought-after Submariners in the world.

While the Rolex “Red Sub” is undoubtedly rare and desirable, the condition of the example significantly impacts its value. The inclusion of original paperwork and accessories further impacts value. The present watch offers two key factors important to collectors: exceptional condition and complete original accessories. Its unpolished case, original dial with aged lume, bezel insert, and folded-link bracelet place it in a distinguished category as the collector market matures.

Moreover, the presence of the original box, papers, and accompanying accessories make this timepiece a truly investment-grade example. It is a rarity to find a watch with all its original elements intact, setting this “Red Sub” apart from the rest.

Time can be unkind to many watches; cases become polished, original dials are replaced, and boxes and papers are often lost or discarded. This “Red Sub” was fortunate to have an owner who cherished the timepiece and diligently ensured its preservation, along with the safeguarding of its ancillary components. This watch truly exemplifies the benefits of diligent care and attention to detail—attributes any discerning collector can appreciate—and serves as a benchmark for evaluating the quality of other Red Submariners in the market.

Don’t miss this historic opportunity to own one of the finest Red Submariners in existence. The FORTUNA Fine Jewels & Watches auction is open for bidding now and goes live on April 20th at 11 AM EDT.

Where to Buy Rolex Watches

You can find Rolex watches for sale at nearly every one of FORTUNA’s biweekly auctions. We are honored to sell watches from Rolex—one of the greatest brands in the history of the world—and would be thrilled to help you on your journey to build your collection, whether you are a veteran collector or just getting started. 

Register to bid at an upcoming auction today.