The Clever Strategy Of The New Rolex GMT-Master II
In the world of Rolex, the black dialed GMT-Master with a Pepsi-bezel is legendary. Over the years it has gained a loyal following that goes far beyond the pilots it was once created for. Up until this year, the Pepsi-bezel was only available in a white gold version with a white gold bracelet, placing it beyond what many Rolex enthusiasts want to spend on their watch.
One of the problems that Rolex faced if they would introduce a steel version of this watch was the fact that it needed to be almost the same as the white gold version, yet also distinctly different. People wanted the Pepsi-bezel, but those who already purchased the white gold version were of course not waiting for a steel-lookalike. Rolex solved this issue with clever flair by fitting the stainless steel version with a Jubilee-bracelet. This not only created a significant difference between both models but also elevated the demand for the stainless steel version even further.
Even during Baselworld, the demand for the steel GMT-Master II was so significant that it became clear that it would never be in the shop windows and today its waiting list ranks just behind the Daytona.