Highsnobiety
Double Tap to Zoom

Founded in 2010, 777 is a watch customization brand that hails from the reputable Hatton Gardens area of London. Famed for its jewelry, and in particular its diamonds, Hatton Gardens is a natural home for one of the brightest-shining watch collections around. Need any proof? This customized Rolex Ice Cold Pepsi GMT-Master II should do the job, and it can be yours if you’ve got a spare $152,369 lying around.

In numerology, 7 is said to represent spiritual and physical completeness or perfection. 3 is also the proverbial magic number. 3 7s, then, is a numerical home run, and it just so happens that their watches are home runs, too. The most recent to hit it out of the park is a customized Rolex Ice Cold Pepsi GMT-Master II. A stainless-steel case features 20 carats of cut pavé diamonds, but the real star of the show is the two-tone bezel in orange and green.

Weighing in at 13 carats of orange and green stones, and amounting to the titular Pepsi colorway, the bezel frames a black dial with date window and gemstone markers. 777 branding sits alongside the Rolex logo as a subtle finishing variation. 777 is not wrong in naming this one the Ice Cold Pepsi — it’s sub-zero.

Shop the customized Rolex Pepsi below.

Image on Highsnobiety
777Customised Rolex Ice Cold Pepsi GMT-Master II Watch
$152369
Buy at Browns

Want to keep browsing? Head to the Highsnobiety Shop for more products that we love. Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase.

We Recommend
  • With Human Made x Clarks, NIGO's Other Footwear Dream Comes True
    • Sneakers
  • How Analog Watches Became the Culture's Favorite Accessory
    • Watches
  • Snob & Answer: Role Model
    • Culture
  • If the Shoe Fits: Footwear Phenom Paul Andrew Steps Into New Role at Sergio Rossi
    • Style
  • The Audemars Piguet Royal Oak Mini Needs No Extra Ice
    • Watches
What To Read Next
  • Was John Galliano Too Galliano for Margiela?
    • Style
  • Nike's Tiffany-Flavored Air Max Looks Like Luxury
    • Sneakers
  • Converse's Military-Level Stomper Boot Is Built to Last
    • Sneakers
  • A Ma Maniére Has Done the Impossible: Converse Chuck Taylors With a Nike Swoosh
    • Sneakers
  • The North Face Is Full-on Fashion Now, Purses & All
    • Style
  • Stüssy, Bottega Veneta, Nike, Rick Owens… Dover Street Market Unleashes 80+ Collabs
    • Style