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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.

Tags : Rolex
0024 Editorial Team

The author 0024 Editorial Team

When we started publishing our first high-end watch magazine in 1999, we had only one intention: increasing the popularity of high-quality mechanical watches. Now, many years later, this has not changed at all. In 2017 we have reinvented ourselves to serve our readers in a different and better way. Starting in 2017, the new 0024 is again better equipped to interact with the changing world of high-end watches. The new 0024 HORLOGES magazine (written in Dutch) will be at least a 200 pager: that’s twice the volume of our magazine in the old days.