Jack Mason drops official Root Beer GMT that isn’t a Rolex

By Andrew McGrotty Published September 2, 2025 3:33 PM

Jack Mason Root Beer Watch — Jack Mason

Jack Mason has launched the first official Root Beer GMT watch through a partnership with A&W, joining soda-branded timepieces that compete with Rolex’s decades-long dominance of beverage-nicknamed watches.

The Texas brand follows Seiko’s recent official Pepsi GMT collaboration, bringing legitimate soda branding to the GMT category historically controlled by Rolex models like the “Pepsi,” “Coke,” and “Root Beer” GMT-Master variations that earned their nicknames from bezel colors.

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Jack Mason’s interpretation differs from typical brown-gold root beer aesthetics, instead drawing inspiration directly from A&W’s logo colors. The 40mm Strat-o-timer features a two-tone sapphire bezel in dark brown and orange with burnt yellow markings, while the brown gradient dial resembles vanilla ice cream floating in root beer when viewed from above, creating the classic float effect.

The dial displays “GMT The Root Beer Since 1919” in retro font with orange GMT hands that match both the bezel’s lower half and GMT text positioning. An embossed A&W logo replaces the standard display caseback, highlighting the official partnership with the Keurig Dr Pepper-owned brand. The caseback also includes “Limited Edition X/200” and “Designed in Partnership with A&W” inscriptions.

Technical specifications demonstrate this functions as a serious GMT tool despite its playful theming. The watch incorporates a fully luminous 48-click bidirectional sapphire bezel, separate Super-LumiNova colors for GMT and main timekeeping, 200m water resistance, and AR-coated box sapphire crystal protection. The quick-release seven-link bracelet features tool-free microadjustable clasp, while the Miyota 9075 automatic movement offers independently operable local hour hand with Jack Mason-regulated accuracy of ±5 seconds daily.

Limited to 200 pieces at $1,199, the A&W Root Beer GMT launches alongside a Dr Pepper Real Sugar variant in green and red, capped at 230 units. Both models launched on Jack Mason’s website August 29.

Andrew McGrotty

Andrew is a full-time freelance writer with expertise in the luxury sector. His content is informative and always on trend.

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Fashion & Style

TAG Heuer ditches F1 for sailing with surprise Carrera drop

Swiss watchmaker combines motorsports DNA with forgotten sailing heritage in new Carrera

TAG Heuer Carrera ‘Seafarer’promo image

TAG Heuer has delivered a surprise release with the Carrera "Seafarer," a 500-piece limited edition that shifts focus from Formula 1 tracks to yacht decks, paying tribute to the brand's forgotten regatta heritage from the 1950s.
The unexpected drop comes one year after the 60th anniversary of the Carrera chronograph and during a period dominated by Formula 1 sponsorship and F1-themed watch releases. The 42mm model offers a refreshing departure by honoring the "Seafarer" tide-indication watches that Heuer made for American sporting retailer Abercrombie & Fitch in the 1950s.
The original Seafarer represented a chronograph evolution of Heuer's 1940s "Solunar" timepiece, whose tide indicator was developed by Jack Heuer's school physics teacher when the future brand heir was just 15 years old, according to Heuer's memoir "The Times of My Life."
The new Carrera pays subtle tribute to this regatta heritage through carefully chosen design elements. The chronograph minutes subdial at 3 o'clock features quartered segments in turquoise and silver, reminiscent of original regatta countdown timers. A deep blue dial is highlighted by vibrant yellow touches, reflecting the tidal-time indicators that have become highly collectible through recent Hodinkee x TAG Heuer "Skipper" collaborations.
The historical significance of these vintage timepieces is demonstrated by market performance. An original Abercrombie & Fitch Seafarer made by Heuer in 1952 sold at Phillips auction last year for $43,180, far exceeding its $15,000 low estimate.
Powering the new Carrera is TAG Heuer's latest Caliber TH20-00, an upgraded version of the Heuer 02 manufactured at the brand's Chevenez facility. The movement offers bi-directional winding, an impressive 80-hour power reserve, and is visible through a sapphire crystal caseback engraved with the watch's unique number.
Functional features include triangular 5-minute markers on the flange for optimal legibility, maintaining an enduring signature of the Carrera line. A date window at 6 o'clock provides practical utility, while hands and markers are coated in Super-LumiNova for enhanced visibility in maritime conditions.
The release serves as a timely reminder of TAG Heuer's diverse heritage beyond motorsports. While LVMH Group's Formula 1 partnerships dominate current marketing, with TAG Heuer signage replacing Rolex at Grand Prix circuits worldwide, the Seafarer demonstrates how the brand once ruled the waves as well as wheels.
This maritime tribute connects modern TAG Heuer with its broader sporting heritage, showcasing the brand's historical involvement in sailing and regatta timing before Formula 1 became its primary focus. The limited production run ensures exclusivity while celebrating an often-overlooked chapter in Heuer's storied history.
The Carrera Seafarer represents more than nostalgic tribute; it demonstrates TAG Heuer's ability to draw inspiration from its extensive archives while creating contemporary timepieces that resonate with today's collectors and sailing enthusiasts.

Fashion & Style

F1 legend Montoya gets fourth custom Rolex in rose gold

Swiss customizer creates fourth Montoya Daytona with Colombian flag-inspired dial

Juan Pablo Montoya Rolex Daytona

Juan Pablo Montoya's illustrious racing career has been captured in a new skeletonized Rolex Daytona in rose gold by customization specialist Artisans de Genève, marking the fourth collaboration between the Formula 1 legend and the Swiss workshop.
The Colombian racing icon competed for Williams from 2001 to 2004 and McLaren from 2005 to 2006, securing seven Grand Prix wins and multiple podium finishes during his F1 career. His success extended beyond Formula 1 to include race wins in the American NASCAR series, establishing him as one of motorsport's most versatile champions.
Montoya has worked with Artisans de Genève on a series of Daytona chronographs designed to highlight his most treasured racing memories. Previous editions in steel, platinum, and yellow gold have now led to this rose gold piece that features an openworked dial with subdials in the blue, yellow, and red of the Colombian flag.
The latest iteration introduces a forged carbon tachymeter bezel framed with rose gold for the first time in the series. This combination creates a striking contrast while maintaining the racing aesthetic that defines Montoya's custom timepieces.
The eye of a Formula 1 engineer has been applied to every detail of the watch, including the sandblasting of the chronograph hand to prevent glare during use. This attention to functional details reflects Montoya's professional racing background and his understanding of precision timing requirements.
The ref. 116505 Daytona's 4230 movement has been completely disassembled, with each component beveled, sandblasted, and polished by hand. Artisans de Genève has fitted a newly designed triangular rotor in 22-carat gold, which is displayed through an exhibition case back following current fashion for Rolex chronograph customizations.
"The more you look at it, the more you like it," Montoya commented on the finished timepiece, reflecting his satisfaction with the intricate craftsmanship and personal touches incorporated throughout the design.
The collaboration between Montoya and Artisans de Genève demonstrates the growing trend of personalized luxury timepieces that celebrate individual achievements and heritage. The incorporation of Colombian flag colors provides a patriotic element while the technical modifications reflect Montoya's professional racing standards.
This rose gold edition completes a comprehensive collection spanning multiple precious metals, each representing different phases of Montoya's racing career. The progression from steel through platinum, yellow gold, and now rose gold showcases the evolution of both the partnership and the customization techniques employed by Artisans de Genève.
The meticulous attention to engineering details, from anti-glare treatments to precision finishing, demonstrates how high-end watch customization can merge aesthetic appeal with functional performance requirements developed through professional motorsport experience.

Fashion & Style

Rolex Land-Dweller auction reaches $51,250 on eBay

New Rolex sports watch commands premium pricing in secondary market debut

Rolex Dynapulse promo image

The first publicly available Rolex Land-Dweller has sold for $51,250 on eBay Live, more than three times its $15,350 retail price and confirming the watch's status as a serious competitor to integrated luxury sports watches like the Audemars Piguet Royal Oak.
The unworn 40mm stainless steel model, complete with box and papers, was listed by Tanner and Company with a starting bid of $15,000, just below the suggested retail price. However, intense bidding drove the final sale price to $51,250, just $2,000 shy of the combined retail prices of a Land-Dweller and Royal Oak "Jumbo."
Introduced earlier this year at Watches and Wonders Geneva, the Land-Dweller represents Rolex's most significant watch release in a generation. The timepiece features an integrated bracelet design inspired by 1970s sports watches and incorporates a revolutionary new escapement called Dynapulse, positioning it as a direct competitor to established luxury sports icons.
At retail, the Land-Dweller appears attractively priced compared to its competitors. The popular "Jumbo" Royal Oak in steel retails for $37,900, while the Patek Philippe Nautilus no longer exists as a three-handed men's model in stainless steel. The alternative 45mm Cubitus commands $43,263 at retail.
However, the secondary market tells a different story. The post-pandemic watch market has calmed from its highs but remains intensely competitive for hyped luxury sports watches. Both the Royal Oak and Cubitus command well into six-figure prices on used and gray markets, reflecting sustained demand that far exceeds supply.
The Land-Dweller's astronomical first sale price places it firmly in this rarefied territory, suggesting that Rolex's most hyped new model in years will follow similar secondary market trajectories to its Swiss competitors.
Two scenarios emerge for future Land-Dweller pricing. Either this first sale represents an inflated outlier that will normalize as more examples reach the market, or the extreme sale price will further inflate collector desire, driving values even higher for subsequent sales.
Given Rolex's history with secondary market pricing and the general trajectory of integrated luxury sports watches, the latter scenario appears more likely. The Land-Dweller's combination of revolutionary movement technology, integrated bracelet design, and Rolex's unparalleled brand recognition creates perfect conditions for sustained secondary market premiums.
The $51,250 sale price demonstrates that despite the Land-Dweller's relatively accessible retail pricing, actual market access remains limited to those willing to pay significant premiums. This reality reinforces the watch's position as a true competitor to the Royal Oak and Nautilus, not just in design and technical execution, but in market desirability and pricing power.