Overview
This is a vintage-style wristwatch featuring a blue and red 'Pepsi' 24-hour bezel, a black dial with luminous hour markers, and a date window with a cyclops magnifier.
Preliminary identification
Vintage Rolex-Style 'Pepsi' Bezel Watch (Unverified/Fantasy Model)
Photo reference
1 uploaded photo
Story
In 1954, Pan Am pilots needed a watch to track two time zones simultaneously, birthing the iconic red-and-blue 'Pepsi' bezel. This piece captures that jet-age romance, even if its dial text tells a mixed-up story.
Maker / Origin
Rolex, founded by Hans Wilsdorf in 1905, revolutionized watchmaking with the waterproof Oyster case and the dual-time GMT-Master. However, this particular watch is an unverified imitation or 'frankenwatch' that combines elements of different Rolex models into one.
Condition & Value
The watch shows significant wear, including heavy scratching on the crystal, fading and scratching on the bezel insert, and wear on the metal casing and bracelet. The cyclops magnifier appears chipped or heavily scratched, which significantly reduces any novelty value.
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Sold comps, value drivers, and venue guidance pulled from recent auction results.
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Market Analysis
Comparable demand stays strongest where maker, originality, and venue confidence line up. Broader examples still trade, but the range tightens quickly when provenance, condition, or selling lane fit is missing.
Value Drivers
- ▲ Strong maker attribution with credible period details
- ▲ Better-than-average condition for the category
- ▲ Broader demand rises when presentation and finish feel intact
Concerns
- ▼ Decorative-only demand limits the ceiling
- ▼ Surface wear or missing provenance can compress the range fast
- ▼ Regional sale lanes often underperform specialist venues
Best Venue
Specialty auction or a focused dealer with buyers already in this lane.
Comparable Sales
5 compsRegional auction· Jun 2024
$1,280
Signed example with light edge wear and original frame.
Dealer archive· Mar 2024
$1,450
Comparable format with stronger provenance and cleaner surface.
Marketplace sale· Jan 2024
$980
Smaller related piece with visible craquelure and trimmed margins.
Estate platform· Oct 2023
$1,150
Period match with softer condition and weaker subject matter.
Auction result· Aug 2023
$1,375
Close market lane comp with similar material and presentation.