Writer Dr Todd Boyd Notorious Ph.D. spotted wearing a Rolex

Seated in what appears to be a well-appointed home library, writer and cultural scholar Dr. Todd Boyd — the University of Southern California's Katherine and Frank Price Endowed Chair for the Study of Race and Popular Culture — was spotted casually sporting a Rolex GMT-Master II 'Pepsi' on his wrist. The glimpse is brief but revealing: the iconic bicolor red-and-blue bezel is clearly visible against his wrist, consistent with the reference 126710BLRO introduced at Baselworld 2018.

The GMT-Master II 126710BLRO marked a watershed moment in Rolex's modern catalog. It was the first time since 2005 that the beloved 'Pepsi' colorway — named for the red-and-blue livery of the soft drink brand — appeared on a stainless steel case. For over a decade, collectors had been forced to spend six figures on a white gold version (116719BLRO) to get the ceramic Pepsi bezel. The 2018 reintroduction in Oystersteel created immediate pandemonium at authorized dealers worldwide. The 126710BLRO runs on the caliber 3285, Rolex's in-house movement featuring a 70-hour power reserve, Chronergy escapement, and Paraflex shock absorbers — a genuine leap forward from the outgoing 3186.

From a collector standpoint, the steel Pepsi occupies a unique position: it is simultaneously an entry-level GMT (relative to gold variants) and one of the most difficult Rolex references to source at retail. Grey-market premiums have remained substantial since launch, a testament to sustained demand that shows no sign of cooling. The Jubilee bracelet — reintroduced on this reference after years on an Oyster — adds a period-correct elegance that resonates with long-term enthusiasts.

Dr. Todd Boyd is one of America's most prominent voices on race, popular culture, and the intersection of sports and society. His academic work and media presence — he has contributed to ESPN, major publications, and several documentary projects — reflect a sophisticated cultural literacy. Choosing a GMT-Master II 'Pepsi' speaks to someone who appreciates both function and cultural resonance: this is a watch worn by airline pilots, intellectuals, and tastemakers across generations.

On the secondary market, the 126710BLRO commands a meaningful premium over its $10,800 list price, typically trading between $16,000 and $19,000 depending on condition and documentation. For a watch that remains effectively unobtainable at retail in most markets, Boyd's relaxed wearing of it on a bookshelf-framed sofa feels entirely appropriate — understated authority, exactly his brand.