How to buy part of a Rolex GMT Pepsi for $100


Talk of fractional ownership of luxury watches is running ahead of reality right now, but Koia, a UK-based startup is finally ready to sell its first shavings of a Rolex.

Koia is pitching an unworn, fully stickered Rolex GMT Master (reference 126710BLRO) with Pepsi bezel from 2018.

Punters can buy a piece of the watch, which it values at $27,500, almost three times its retail price of the current GMT, which sells for $10,550.

Koia is not clear about how many $100 fractions are being sold, but presumably 275, so there would only be a profit to be made if the watch continued to increase in value.

Anybody buying a fraction, will have their purchase registered as an NFT that can be traded at a later date.


Koia says the watch was one of the initial batches of the reference 126710BLRO produced by Rolex.

“Although a point of debate amongst collectors, this model is commonly known as the ‘Mark 1’ (Mk1). It appears that Rolex made some slight changes to the colour of the bezel in early 2019, with watches following the changed being called the ‘Mark 2’ (Mk 2). Given the Mk 1 was only made for a short period of time fewer watches are believed to exist making it more collectible,” the business suggests.

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  1. So listen, is this business model based on the buying and selling of stocks? Can I cash in my NFT for a profit as the value climbs? I see that NFT’s are tradable, but again, can they be cashed out?


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