Skip to main content

The pre-owned luxury watch market is down, but prices for these 2 Rolexes are up

Rolex Pepsi
pio3 / Shutterstock

According to the Bloomberg Subdial Watch Index, which tracks the 50 most traded luxury watches, the pre-owned luxury watch market moved down around 0.1% last month, marking the sign of a patient market that wants more. This isn’t necessarily surprising —the index has fallen 8.7% in the past year. But there are a couple of Rolex watches that are bucking the trend: the Rolex Starbucks and the Rolex Pepsi, which gained 3.2% and 3.3%, respectively.

The overall stagnation of the watch market can have various factors, including anticipation for newer releases. External factors like economic and geopolitical conflicts have also affected the way consumers choose to purchase watches. Prices soared during the pandemic, so a leveling out at some point was expected.

Recommended Videos

What are the ‘Starbucks’ and ‘Pepsi’ watches from Rolex?

the photo was took in Bangkok on 26 April 2021. The purpose is to demonstrate the Rolex watch Ref 126610lv or known as starbuck is the submarine model with black dial and green ceramic bezel.
Travelwith Nikon / Shutterstock

While it might seem comical, ‘Starbucks’ and ‘Pepsi’ are two Rolex watches that have nothing to do with the companies mentioned in their nicknames. The ‘Starbucks’ piece is a known nickname for Rolex’s Submariner, whose color combination gives the piece its name. The Submariner comes with a green bezel, black dial, and date complication. This iconic and standout coloring makes ‘Starbucks’ the perfect moniker for the piece. While it might not have anything to do with coffee, it certainly has become as favored as the coffee brand. With recent gains, the Rolex Submariner has managed to thrive in the current stagnant market. 

On the other hand, the ‘Pepsi’ timepiece from Rolex is another favored wristwatch from the brand that has earned a beloved nickname. The Rolex GMT Master II contains a ceramic blue and red bezel, giving it its ‘Pepsi’ name. Just like the ‘Starbucks’ piece, this watch also saw a gain in March, but this time of almost 3.2%. At a trade price of $20,935, the ‘Pepsi’ watch continues its stride as a popular timepiece, despite the rumors of the piece being discontinued soon. 

The ‘Starbucks’ and ‘Pepsi’ popularity 

Rolex GMT Master II watch on table
Rolex / Rolex

These two Rolex watches have earned their recognizable nicknames thanks to the loyal following that values the quality and design behind each design. On one hand, the Rolex Submariner serves as the perfect dual-purpose timepiece that can function during your next deep-sea dive and outside the water. On the other, the Rolex GMT Master II is an instantly recognized and iconic watch that has become almost synonymous with Rolex. Even though their names come from their coloring, there’s no doubt that they also have popularity in common. 

Although newer watches will be released soon, and watch trends are always changing, these two Rolex pieces are examples of how a quality and classic design can withstand any market trend. For those looking to collect for an investment, you can’t go wrong with adding the ‘Starbucks’ and ‘Pepsi’ pieces to your collection.

Leslie Leon
Leslie is a Los Angeles-based writer and content creator. She is always researching and finding the latest fashion trends…
Topics
Tudor honors cycling legend with yellow Pelagos tribute watch
Tudor celebrates cycling champion's Tour de France with exclusive timepiece
Tudor fxd chrono yellow promo pic

Tudor announced the release of its Pelagos FXD Chrono "Yellow," a limited edition watch honoring Swiss cycling legend Fabian Cancellara as he returns to the Tour de France after nearly a decade away from the sport's most prestigious event.
The 300-piece collection celebrates Cancellara's remarkable Tour de France legacy, where he wore the race leader's yellow jersey for 29 days and claimed eight stage victories during his professional career. The watch serves as both tribute and talisman as Cancellara transitions from retired champion to team owner of Tudor Pro Cycling Team.
"Every child has heroes; someone they look up to. For me, it was the Tour that produced those heroes," Cancellara said in a statement. "This was where my personal heroes were formed."
Cancellara last competed in the Tour de France in 2016 before retiring shortly after. His return to the race in 2025 marks a significant milestone, not as a competitor but as the leader of a team he conceived just three years ago.
The limited-edition timepiece reflects Tudor's partnership with professional cycling and its ambassador's storied career. Number 7 of the collection has been reserved for Cancellara, matching his signature racing number.
Known for his prowess in time trials and one-day classics, Cancellara emerged as an international cycling star after his breakthrough performance in the 2004 Tour de France prologue. His career trajectory from relatively unknown rider to global cycling icon mirrors the evolution of his current team.
"The pain is temporary, but the memories from this race last forever," Cancellara noted, reflecting on the challenges and rewards of professional cycling.
The Pelagos FXD Chrono "Yellow" features Tudor's signature diving watch design adapted for cycling professionals, incorporating elements that reference the iconic yellow jersey worn by Tour de France race leaders.
Tudor Pro Cycling Team, under Cancellara's direction, represents his vision of nurturing the next generation of cycling talent. The limited-edition watch symbolizes both his past achievements and future aspirations in the sport.
The timepiece will be available through select Tudor retailers, with each of the 300 pieces individually numbered.

Read more
Zenith’s summer dream watch ends epic Surfer collaboration
Zenith and Time+Tide complete surfer trilogy with white ceramic masterpiece
Skyline skeleton surfer ceramic blue background

Zenith and Time+Tide have completed their celebrated "Surfer Trilogy" with the release of the Defy Skyline Skeleton White Surfer Ceramic, marking the third and final collaboration between the Swiss manufacturer and the Australian watch media company.
The 100-piece limited edition follows the success of previous collaborations: the micro-blasted titanium Defy Classic Skeleton Night Surfer in 2021 and the Defy Skyline Skeleton Night Surfer El Primero in 2023. Both earlier releases sold out quickly, establishing this partnership as one of the watch industry's most successful ongoing collaborations.
The new White Surfer Ceramic maintains the signature blue gradient openworked dial concept that appears across all three editions while introducing a fresh summer aesthetic. The 41mm white ceramic case offers scratch resistance and ultra-light comfort, making it suitable for beach activities with 10 ATM water resistance.
"With this third chapter in our collaboration, we're not just continuing a story, we're elevating it," said Benoît de Clerck, CEO of Zenith. "Each edition has deepened our creative dialogue, and this new release is the boldest expression yet of what we can achieve together."
The timepiece features a gradient blue dial that transitions from darker blue at the top to light blue at the bottom. The bridges adopt Zenith's five-pointed star design filled with Super-LumiNova, a feature previously seen only in the original Night Surfer model.
Powering the watch is the skeletonized automatic El Primero 3620 SK caliber, rendered in matching blue tones. The high-frequency movement beats at 5Hz and offers approximately 55 hours of power reserve. Its 1/10th second hand is driven directly from the escapement, maintaining Zenith's chronograph heritage.
"There's a huge risk in trying for a trilogy when the first two collabs have been so popular," noted Andrew McUtchen, founder of Time+Tide. "But when we saw the prototype of an 'inverted' Night Surfer, in brushed white ceramic, we just had to make it happen."
The watch includes both an integrated white ceramic bracelet and a white patterned rubber strap. Zenith's quick strap-change mechanism allows tool-free switching between options, enhancing versatility for different activities.
The Defy Skyline Skeleton White Surfer Ceramic represents a significant departure from the darker titanium finishes of previous collaborations, embracing a lighter, summer-focused aesthetic while maintaining the technical excellence that defined the series.
The limited edition will be available through Time+Tide, authorized Zenith retailers worldwide, and Zenith's physical and online boutiques. Given the rapid sellout history of previous Surfer editions, collectors are expected to act quickly when the watch becomes available.
With this release, Zenith and Time+Tide conclude what has become one of the most successful ongoing collaborations in contemporary watchmaking, spanning four years and three distinct timepieces that redefined collaborative watch design.

Read more
How to spot a true limited edition watch (and avoid overpriced hype)
The truth about limited edition watches: How brands fake exclusivity
A row of four luxury watches.

‘Limited edition’ is a term long linked with exclusivity, prestige, and rarity – in the realm of luxury timepieces, this typically comes with hefty price tags. But what if it references only the term and is merely the illusion of exclusivity? No two brands are the same, and the same applies to two limited editions. While some are actually scarce, many others are simply marketing tools used to build up hype and create an artificial demand for the item. Watch enthusiasts understand the intricacies in order to avoid purchasing exclusivity that does not exist. It is important to know thy luxury, plus when and why limited editions aren’t always rare. 

Playing the numbers game

Read more