The Playbook For The Modern Man

Watch Collector Takes Drastic Measures To Ensure Nobody Ever Buys His ‘Pepsi’ Rolex GMT-Master II

“If you trade this watch for hash make sure you get at least a kilo. Love Dad.”

You know we’re living in strange times when someone is willing to destroy the value of his Rolex watch as a silent protest.

That man is a Danish watch journalist and photographer, Kristian Haagen. A regular on the watch press circuit and collector of many fine watches. In 2018 after the GMT’s release, Kristian, like any good man, took the plunge and joined the waiting list to acquire the watch.

Joining a waiting list to buy a new $12,000 Rolex? Sounds insane (and it is) but demand is higher than ever yet Rolex’s supply is well… let’s just say limited. This means the resale “grey” market is hot for those who want to make a buck and those willing to pay up to $25,000 to skip the 3-year waiting list.


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Should just name the new GMT-Master “The Waitinglist”?

A post shared by Kristian Haagen (@kristianhaagen) on

Fast forward to this week and Kristian has taken drastic measures to let his 110,000 Instagram followers know that his Rolex GMT-Master II ‘Pepsi’ is definitely not for sale. Kristian has engraved the words ‘NOT FOR SALE’ on the back of the watch. His latest video shows off this crazy stunt and yes, some will say it’s Photoshop but it’s not.



View this post on Instagram


Yes, I have “Not for sale” engraved on my GMT-Master. No, it is not Photoshop.

A post shared by Kristian Haagen (@kristianhaagen) on

We reached out this Kristian to get his take on the tragic turn of events, “Because of the flippin’ flu of the secondary watch market aka ‘grey market’. Sad to see so many watches being flipped right after purchase. So basically it is a reaction to the crazy market we see on the steel sports Rolex’s these days.”

Haagen has a nostalgic soft spot for this watch, “Also, I really love this watch. Wear it a lot. I also have a 1968 Rolex Pepsi, so a great couple with 50 years between them.”

Kristian’s engraving antics don’t stop there. Kristian tells us, ‘On my daughters Rolex case back it reads: If you trade this watch for hash make sure you get at least a kilo. Love Dad.’

This silent protest is surely going to raise a few eyebrows at Rolex and amongst watch enthusiasts all over the world. Head over to Kristian’s Instagram page to check out more of this collection and watches from around the world.


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  • Chips O’Toole

    Just a kilo?

  • spritrig

    Prediction, people will be selling ones engraved “NOT FOR SALE” at a premium.
    I wear Vostok Amphibia worn by more Soviet and Russian submariners than Rolex.

  • Mountainous Man

    Uh, new Rolex case-backs aren’t that expensive.

  • Stan

    Uh, Whoopity Doo… And who can blame people for reselling to make an extra ten grand? Shame on Rolex for creating the false shortage.

  • neelunat

    Do you fly like a bird when you wear a Rolex?

  • mgeee

    Who cares about your watch. Another pathetic Instagram stunt.

  • Pt Bot

    Your wallet does.

  • Gene Gottloeb

    Bought a Hulk Rolex in 2016 for $8900.
    Now same is $16,000
    I’m 68 and have owned dozens of different Rolex’s
    The craziest must be the Patek SS Nautilus, Bought one in 2005
    for $16,000 now $40,000

  • The Dude Man

    Pretty boring watch if you ask me.

  • Lee Williams

    Shit story. Here’s a good way of making sure that your watch doesn’t get sold…… Don’t sell it. FFS

  • John

    Rolex Submariner, meaning “below sea” is a dive watch. Has nothing to do with accual submarines. Just a little info.

  • j238

    Better approach.
    Arrange with a charity as a donation & they loan it to you during your lifetime. Then it’s illegal for you to sell. They can auction it off when the time comes. May even get a tax deduction for that.

  • Glen D

    It’s a women’s model, not worth what a Subby is

  • jim worrall

    Why would anyone pay such ridiculous prices for a Rolex when they can have a superior Omega for less money?

  • robert cooper

    No such thing as a woman’s gmt

  • Dave

    It still could be sold with or without that engraving. It’s a watch, not your first born.

  • TROLL™

    Overpriced Overhyped overrated

    Breitling way sexy stylish modern very posing

  • Marcus Landry

    I’d like to reply to your question about the US 2nd amendment. At the time the Constitution and the earliest amendments were written, one of the biggest concerns was a tyrannical government (Great Britain & The Revolutionary War). Fear of that happening again, even within the USA, prompted the 2nd amendment. At the time, except for heavy artillery, the professional soldier carried the same armaments as the common man. Today, except for heavy armaments like tanks, citizens are allowed to own the same light guns as the professional solder just like when the amendment was written with the only possible exception being fully automatic verses semi-automatic. Then, as now, the reason for firearm ownership rights is twofold. Self protection and the possibility of a tyrannical government. Some people like to say that those were the days of the front loader and guns were all single shot with 30 seconds or so to reload so that’s what the 2nd amendment was about. Not so. There is no distinction in the 2nd amendment about firearm type because the American citizen was expected to own the exact same firearms as professional soldiers. Today, that’s still true with the only possible exception being fully automatic, but not really. Even now, there is no law that stops someone from buying a fully automatic weapon, it just has to have been manufactured before the ban on sales of new fully automatic weapons was enacted in the 1980s. For example, I can own a fully automatic machine gun if I go through the rather large amount of paperwork and can afford the very high price. (Anything that’s no longer being manufactured for public sale will be very expensive.) If you have any other questions, please ask.


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