Rolex GMT-Master 'Pepsi'

In 1989, Rolex rolled out the first model of its now famous GMT-Master II - the Reference 16710. They are a seamless blend of old and new, with vintage looks and modern technology—all that we could ask for in a Rolex.

Whereas the current crop of GMT-Master IIs have gotten larger and heftier, the Reference 16700 is still a svelte 39mm, having the proportions of a GMT of yesteryear, with thin lugs and a bracelet with brushed—not polished—center links. The only obvious concessions to modernity are the glossy dial and and a sapphire crystal. Early versions used Tritium luminous material on the dial, before transitioning to Super Luminova for enhanced visibility in low-light conditions.

This particular example dates to circa 1996 and features an excellent holey lug Oyster case with a magnified sapphire crystal, a flawless luminous glossy black dial, a bidirectional rotating 24hr bezel with a 'Pepsi' insert, and a stainless steel Oyster bracelet with a signed blade clasp.

If you appreciate the functionality of a GMT-Master over a Submariner and are looking for a strong example of a Pre-Maxi case model, your search is complete!

Though much younger than many of its heavy-hitting horological cousins, Rolex has been at the fore of contemporary watch design virtually since its inception in 1905 by founder Hans Wilsdorf. A veritable marketing genius, Wilsdorf understood the power of story, associating his watches with the most notable and intrepid athletes, explorers, soldiers and politicians of the 20th century. His efforts were clearly successful: Today, the word “Rolex” is nearly synonymous in the minds of millions around the word with “watch.”

From the early waterproof Oyster case of the 1920s through to the ultra-complicated Sky Dweller of today, Rolex models and innovations have captivated a global audience and permeated the zeitgeist unlike those of any other brand. Whether it’s a simple, time-only Air King, a function-first Submariner or a complicated GMT Master II for the jet set, a Rolex commands a certain respect on the wrist and says something about the discerning eye of its owner.

From the swimming of the English channel in 1927 to the scaling of Mt. Everest in 1953, Rolex watches have been associated with adventure for the better part of a century. Despite its association since the 1970s more with luxury and status than with commando operations behind enemy lines or sporting achievements, Rolex still makes one of the most robust timepieces available on the contemporary market. And the company continues to support scientific endeavors around the world.

Interestingly, for most of the firm’s history, Rolex largely did not produce its components in-house, including its movements. (Indeed, hand-wound Daytonas sold today at auction for eye-watering prices feature run-of-the-mill Valjoux movements that feature in watches from hundreds of other brands). It wasn’t until the early 21st century that Rolex became the vertically integrated manufacturing behemoth that it is today, purchasing everything from movement manufacturers to bracelet companies. (Notably, the Crown even forges its own gold.)

Whether one is attracted to the rich history of the brand or simply finds its products notable from an investment perspective, Rolex is a company whose wares are guaranteed to remain a benchmark for horological quality forever.

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.