Since its founding in 1905, Rolex has distinguished itself with pioneering innovations and precision engineering. But to collectors, Rolex watches are known for something else entirely: their nicknames. From the Hulk to the Pepsi, Rolex’s nicknames add personality to otherwise clinical, and often difficult to remember, reference numbers. 

There are two broad categories of nicknames: those associated with celebrities like Steve McQueen and John Mayer who wore or were associated with them, and those named for their colorways, like the Coke and the self-explanatory Bluesy. 

“Reference numbers don’t exactly roll off the tongue,” explained Austin Rogers, a collector and content creator who publishes under the name Rehaut. “As someone who has referred to a watch by its reference number, only to receive a blank stare in reply, it’s easy to understand why nicknames catch on.” 

While Rolex nicknames began as early as the 1960s, with a Submariner nicknamed Root Beer for the combination of its brown bezel and two-tone gold and steel case, the nicknaming trend really took off in the 1970s and 1980s once Paul Newman was associated with the Rolex Daytona. “The Rolex nickname convention has been going on for much longer than the modern Batman and Hulk comic book nicknames,” said David Cote, watch specialist at European Watch Company. “This culture came from Paul Newman's Paul Newman!”

Rolex Submariners

The Rolex Submariner, the brand’s most iconic dive watch, is one of the most common canvases for Rolex nicknames. Green is the color most often associated with the Rolex brand, and is a frequent theme in nicknamed watches. The Rolex Kermit, ref. 16610LV, launched in 2003 to celebrate 50 years of the Submariner, and featured a black dial and green bezel that somewhat resembled the color of the eponymous Muppet. The Kermit was relaunched in a new package in 2020, ref. 126610LV, often called the “Starbucks” due to its resemblance to the colors of the coffee chain’s logo.

In 2010, Rolex expanded on the green Sub theme and presented the Hulk, ref. 11610LV, which featured the updated Maxi case and a green dial to match the green bezel, perhaps reminiscent of the superhero of the same name. The Hulk remains one of the most recognizable and popular watches Rolex has ever made, even after the model was discontinued. 

Moving from greens to blues, in celebration of 100 years of Rolex and 55 years of the Submariner, the Smurf, ref. 116619LB, launched in 2008, featuring a white gold case with a blue dial and matching bezel, reminding many of the blue-skinned Belgian cartoon characters The Smurfs. 

The sister to the Smurf is the slightly lesser known Cookie Monster, ref. 126619LB, featuring a black dial and blue bezel, echoing the colors of the iconic Sesame Street character. Another classic in the Submariner collection, the Rolex Bluesy, ref. 16803, features a two tone gold and steel case and a beautiful blue sunburst dial and blue bezel. A popular favorite since 1984, the Bluesy has remained a staple through its full evolution to the modern 126613LB. 

Rolex GMT-Master

The GMT-Master is probably the most popular canvas for Rolex nicknames, starting with the venerated Pepsi. Launched in the mid-1950s with the first GMT-Master models, the Pepsi has had a number of references, among them the 6542, 1675, 16710, and the 126710BLRO. Each iteration features a beautiful blue and red bezel that resembles the iconic soft drink’s logo, and has a variety of dial combinations. 

Other famous GMT models with nicknames that reference soft drinks are the Coke, originally ref. 16760, with its black and red bezel colorway, the Sprite, ref. 126720VTNR, a lefthanded GMT with a green and black bezel, and the Root Beer, which has multiple references with a two-tone or all rose gold case and brown bezel. 

DC Comics vigilante heroes are also a popular nickname theme in the GMT-Master universe. The Batman, ref. 116710BLNR, and Batgirl, ref. 126710BLNR, feature blue and black bezels that might make the wearer feel as though they are in the middle of Gotham City. Need something a little more discreet? Consider the Bruce Wayne, ref. 126710GRNR, named for Batman’s secret identity, which has a black and gray bezel that almost appears to be monochromatic.

Rolex Daytona

The Paul Newman Daytona was a driving force in Rolex nicknaming. When Newman’s wife Joanne Woodward gifted him a Rolex 6239, it later became a sensation after breaking records in the auction markets. (More on this legendary watch here.)

Paul Newman Daytonas remain popular and continue to command strong prices on the secondary market. “I'm a vintage watch guy, so the Paul Newman is the one I'd say is my favorite nickname,” said Cote. “It’s so iconic– that Panda Rolex 6263 with a two-color dial. It is the most beautiful watch to me!” 

No list of Daytonas would be complete without the John Mayer, ref. 116508, a green-dialed gold Daytona, popularized after Mayer wore the watch on a popular episode of HODINKEE’s Talking Watches. Another Daytona favorite that is named for a well-known type of bear rather than a person, the Panda, current ref. 126500LN, has a beautiful white dial with black subdials, and is one of the most beautiful and collectible Daytonas in the current market.

It’s All About the Story

Naming conventions often have even more obscure stories. “Unlike Paul Newman, who actually wore what would later become his eponymous Daytona, McQueen isn’t actually known to have worn a 1655 Explorer II,” said Rogers, speaking about his favorite nicknamed Rolex model. “You’d usually see him in a 5512 Submariner. The mixup can likely be traced back to a profile in a 1970s Italian publication which mistakenly mentioned the actor wearing an Explorer II.” 

The stories and associations of celebrities and pop culture personalities do wonders to accentuate the intertwined roles of history, culture, collectability, and emotion in watch collecting.

A Playful Classic Convention

This only scratches the surface of Rolex nicknames, and there are dozens of others, including Bond Subs, Polar Explorers, and more. Nicknames are a playful way of making Rolex collecting fun and developing added excitement and personality for some of our favorite pieces. It’s no surprise that Rolex pieces have become known by their nicknames rather than their sometimes lengthy reference numbers. What’s your favorite Rolex nickname?