While interest in unique pieces continues to grow, watchmakers and jewelers are having fun modernizing the best-selling models.

To know: jeweler based in London 777 posted a Rolex GMT-Master II personalized set with 20 carats of brilliant-cut diamonds. These cover the model’s 40mm case and Oyster bracelet, including the clasp. The watch, aptly dubbed “Ice Cold Pepsi,” features an eye-catching bezel set with orange and blue-green fancy stones in place of the standard ceramic. You’ll also find exchanged gemstones for every hour marker except, of course, at 3 o’clock, where the Rolex signature date window is displayed.

The customizer also added its mark to the dial, but none of these changes altered the watch’s rugged specs. It’s still a GMT, and it’s powered by the manufacturer’s innovative caliber 3285 movement. This means that you can use the crown to easily adjust the 12 and 24 hour hands, which will allow you to read the time anywhere and wherever you want to be.

Close-ups of diamond encrusted bracelet and colored bezel.

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This is not the first time that 777 has updated a high-end timepiece. The jeweler is known for their extravagant revivals of classic watches for men and women – you can find an Audemars Piguet Royal Oak Skeleton set in 18k gold, a Rolex Oyster Perpetual Datejust and more elsewhere on the Browns website.

Personalization of watches in this manner shows no signs of slowing down. In March, Drake’s Patek Philippe Nautilus emerald set, the result of a partnership between designer Virgil Abloh and jewelry house MAD Paris, stole the show in the music video for the rapper’s song “What’s Next”. And last year, Piaget launched two “Infinitely Personal” concept timepieces that allow collectors to personalize their selections without having to visit a jeweler after making a purchase. Using an online configurator, customers can select the color of the bridge, screws, dial, hands, main plate and more.





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