Rolex’s caffeinated GMTs give collectors a jolt

Rolex added a Nespresso GMT Master II to its equally caffeinated Pepsi edition at its 2018 Baselworld showcase.

The brown and black ceramic bi-color bezel, reminiscent of a still-settling cup of espresso, is a brand new variation for Rolex.

Collectors will come up with their own name for the style, but for now WatchPro is coining it the Nespresso.

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It joins a re-issue of the blue and red Pepsi-colored GMT Master II with their traditional hour, minute and seconds
display via hands; a 24-hour hand; and a bidirectional rotatable bezel with a 24-hour graduated Cerachrom insert.

The brown and black model is worn on an 18ct Everose gold and steel bracelet or gold bracelet.

All models will hit American authorised dealers in June.

The Rolex GMTs were launched at the same time as similar models from the company’s more affordable brand Tudor in the form of the Black Bay GMT with a Pepsi bezel.

 

 

The company wants customers to understand that Tudor and Rolex together aim to dominate the GMT watch market from the $3000 entry level price points of Tudor up to the top end Rolex models costing over $30,000.

Tudor is maneuvering  to establish itself as the dominant player at the $4000 to $5000 price point by offering “the highest quality watches at the most affordable prices, and the legitimate heir to some of the world’s most iconic designs [from parent group Rolex]”.

 

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