Robb Report: Is the Steel Rolex ‘Pepsi’ Gone for Good?
Victoria Gomelsky recently wrote for Robb Report ‘Is the Steel Rolex ‘Pepsi’ Gone for Good?’ Within the article, Eric Wind if quoted.
“The Pepsi bezel originally returned only for the white gold model and surprised the watch community when Rolex brought it to the steel models—plus irritated those who had paid huge sums of money to buy it in white gold only to see it come back in steel at a considerably lower retail price,” Wind says.
“I would expect values for the steel models with ‘Pepsi’ bezels to increase on the pre-owned market,” he adds. “We sold a steel version last week with a Jubilee bracelet from 2019 for $22,000 and I probably should have asked a bit more, but such is life! I also expect the values for the white gold examples, which have been very low compared to the retail price, to increase a bit with this news.” As with all things Rolex, there are more questions than answers. “Does the black and red ‘Coke’ make a comeback?” Ganjei says. “Do they expand the Sprite lineup? Rolex loves to keep collectors guessing—and they do it better than almost anyone else!”