Rolex Watches That Have Soared in Value: The Hulk and Pepsi

In the world of luxury watches, few names command as much respect and admiration as Rolex. I’m Adam, the watch expert at The Watch Co Australia, and I'm excited to share insights into why Rolex watches are not only cherished for their craftsmanship but are also seen as investment pieces. Certain models have gone beyond mere luxury accessories to become investment pieces, with values appreciating significantly over time. Two notable examples are the Rolex Submariner “Hulk” (Ref. 116610LV) and the Rolex GMT-Master II “Pepsi” (Ref. 126710BLRO), both of which have seen impressive increases in value due to their unique features, limited availability, and collector appeal.

The Rolex Submariner “Hulk”

Released in 2010, the Rolex Hulk was an instant hit, thanks to its distinctive green bezel and matching dial, a rare departure from the Submariner’s traditionally conservative colours. The Hulk’s vibrant look and sturdy construction made it a standout model in Rolex’s lineup. However, it wasn’t until Rolex discontinued the Hulk in 2020 that the model's value truly skyrocketed. Prior to its discontinuation, the Hulk retailed for around $14,000 AUD, but with its production halted, the model quickly became a coveted collector’s item. As of today, a pre-owned Hulk can fetch over $30,000 AUD on the secondary market, more than double its original retail price. The Hulk’s striking design and rarity make it a prime example of a Rolex watch that has gained investment value, transforming it into a modern classic.

The Rolex GMT-Master II “Pepsi”

The Rolex GMT-Master II “Pepsi”, with its iconic red-and-blue bezel, is another model that has captivated collectors. Reintroduced in 2018, this model pays homage to the original GMT-Master’s classic design from the 1950s. Known as the “Pepsi” due to its distinctive colour combination, the watch quickly gained popularity and became notoriously hard to acquire. Although it retailed around $15,000 AUD, demand has driven secondary market prices up to nearly double, with some models selling for close to $40,000 AUD. Its bold aesthetic and historical significance have made it a must-have for enthusiasts and investors alike.

Both the Hulk and Pepsi highlight the unique value proposition of Rolex watches: timeless designs, limited availability, and a strong collector base can lead to significant appreciation. For investors, these models represent more than just timepieces—they’re assets with potential for lasting growth.

At The Watch Co Australia, I’m here to guide you through the world of luxury watches. Whether you’re looking to invest or simply appreciate fine craftsmanship, our curated collection is ready for you. Visit us in our Bondi Junction Showroom to explore one of Australia's largest Rolex collections together!