What does “Coke” mean?

'Coke' is the nickname for a Rolex GMT-Master II with a red and black bezel, a colour pairing linked to the cola brand. The look arrived in 1983 with the first GMT-Master II, reference 16760, often called the 'Fat Lady' for its thicker case. Its successor, the 16710, made from around 1989 until about 2007, could be supplied with a red and black Coke insert, a blue and red Pepsi insert or an all-black insert, all in aluminium.

The Coke GMTs dealers trade are pre-ceramic watches with aluminium bezel inserts, which makes the insert itself an important part of any deal. Inserts fade, scratch and are easy to swap, so a 16710 now wearing a Coke insert may have left the factory with a different one. Buyers often ask whether the insert is original to the watch and whether a period-correct spare comes with it. Even, natural fading is generally accepted and can add character, while a bright replacement insert may matter to collectors who value originality.

Example: '16710 Coke, 2003, box and papers, original insert with an even fade.'