Rolex Submariner Sprite - The History of the Rare 1980s Rolex & Sprite Collaboration

The History of the Rolex Submariner Sprite

The Rolex Submariner is one of the most iconic luxury watches of all time. First introduced in 1953, the Submariner was the first watch ever rated to be waterproof up to 100 meters. Over the decades, Rolex has released many variations of the Submariner, but one of the rarest and most sought-after is the Rolex Submariner Sprite.

The Origins of the Rolex Submariner Sprite

In the late 1980s, Rolex partnered with the soft drink brand Sprite to produce a special edition Submariner watch. This partnership marked the first time Rolex collaborated with another brand to offer a co-branded product.

The inspiration behind the Rolex Submariner Sprite was the popularity of the Submariner among athletes, sports figures, and explorers who were often featured in Sprite's marketing campaigns. Sprite wanted to capitalize on the Submariner's reputation for adventure and reliability by offering a specially branded model.

Rolex produced approximately 5,000 of the Rolex Submariner Sprite watches, making them much more rare than the typical Submariner. The watches were only sold in select markets in North America and Europe between 1987-1988.

Key Features of the Rolex Submariner Sprite

The Rolex Submariner Sprite featured the same 40mm stainless steel case and black dial as the standard Submariner model. However, the Sprite version had the following unique elements:

• Green bezel with sprite logo engraving
• "Sprite" text on the dial at 6 o'clock position
• Exclusive sprite green colorway on hands and hour markers
• Engraved caseback with sprite logo
• Special serial numbers starting with "S"

These sprite-branded elements helped distinguish the watch from ordinary Submariners. The green and silver color scheme was meant to reflect the colors of the Sprite can.

Sprite Advertising Campaign

To promote the new Rolex Submariner Sprite, Sprite launched a marketing campaign featuring Professional Wrestler Macho Man Randy Savage. Savage was a brand ambassador for Sprite and appeared in ads wearing the watch while hang gliding and exploring the wilderness.

The campaign slogan was "Image is Thirst" and positioned the Sprite Submariner as the ultimate accessory for living an adventurous lifestyle. Sprite advertised the watch as "The Rolex for the '90s" trying to make it appeal to a younger demographic compared to typical Rolex buyers.

Secondary Market Interest in the Sprite Rolex

Today, the Rolex Submariner Sprite is highly coveted by collectors and Rolex enthusiasts. With so few of them produced, these watches very rarely come up for sale.

Most Sprite Submariner models that surface are sold through private dealers or auction houses. Prices typically range from $20,000 up to $60,000 depending on the condition. Some special "new old stock" models still in the original packaging have sold for over $100,000.

There is particular interest from Rolex fans in finding Sprite Submariners that are complete with the original boxes, papers, and sales tags. These complete sets give the watch provenance and help justify the higher prices.

Is the Rolex Submariner Sprite a Good Investment?

The limited supply and high demand make the Rolex Submariner Sprite a prime investment watch. As one of the rarest special edition Rolex models ever released, prices will likely continue rising as more collectors enter the market.

However, there are certain risks to be aware of when investing in these watches. Since many Sprite Submariners have been worn extensively over the decades, finding one in good condition can be difficult. Refurbishing a damaged watch can negatively impact value as collectors want all original parts.

Counterfeiting is also an issue in the luxury watch world, so buyers must be wary of fake Sprite Submariners. Working with a reputable dealer and getting clear proof of authenticity is essential when spending five figures on one of these collectible timepieces.

The Rolex Submariner Sprite Remains an Iconic and Important Timepiece

Despite its limited production run decades ago, the Rolex Submariner Sprite remains revered by watch enthusiasts around the world. It stands out as a shining example of Rolex's willingness to partner with other iconic brands during that era.

For those lucky few who own a Submariner Sprite, it's more than just a watch - it's a piece of horological history. As Sprite and Rolex's first co-branded product, it represents a pioneering moment in marketing that helped shape the future of corporate partnerships.

FAQs

How many Rolex Submariner Sprite watches were made?

Approximately 5,000 Rolex Submariner Sprite watches were produced between 1987-1988, making them much rarer than standard Submariners.

What makes the Sprite Submariner unique?

The Sprite Submariner has a green bezel with the Sprite logo, "Sprite" text on the dial, green accents on the hands/hour markers, and Sprite branding on the caseback. These details distinguish it from regular Submariners.

Where could you buy a Sprite Rolex when they were first released?

The Rolex Submariner Sprite was only available for purchase in select markets in North America and Europe when it first debuted in the late 1980s.

How much do Rolex Submariner Sprites sell for today?

Prices range from $20,000 to over $100,000 depending on condition rarity. Complete sets with original boxes and papers fetch the highest prices from collectors and enthusiasts.

Should the Sprite Submariner be considered a good investment watch?

Yes, due to its limited supply and high demand the Sprite Submariner is a prime investment watch. However, buyers need to beware of counterfeits and make sure they are purchasing an authentic timepiece.