A historic Rolex 1675 GMT-Master, famously known as the "Pepsi" bezel, recently fetched $2.1 million at auction, marking a new world record. This particular watch, owned by Lunar Module Pilot Edgar Mitchell, was worn during the Apollo 14 mission in 1971 - the third mission to land on the Moon and the first to explore the lunar highlands. Remarkably, this is only the second watch worn on a Moon mission to be sold at auction. Apollo 17 Command Module Pilot Ron Evans' Rolex GMT-Master was auctioned in 2009 for $131,000, a far lower sum than Mitchell's watch. Evans' watch is believed to have been acquired by Rolex for its private collection. While the auction house for Mitchell's watch did not disclose the buyer's identity, it hinted that the winning bid came from an "international" source. The bidding process was intense, with 16 participants competing for the coveted piece. The GMT-Master worn by Mitchell was a personal possession rather than an official NASA-issued replica watch. For the Apollo 14 mission, he was also equipped with the NASA standard OMEGA Speedmaster, which remains government property and is unlikely ever to appear on the auction block. Originally launched in 1955, the Rolex GMT-Master was designed for Pan-Am pilots to track multiple time zones on transatlantic flights. Its robust functionality soon earned it a reputation as the ultimate pilot watch, making it a popular choice among astronauts as well. Interestingly, the Moon now follows a different time zone from Earth, known as Coordinated Lunar Time (LTC), established by NASA. Reports suggest that Rolex provided GMT watches to NASA test pilots and astronauts to gather feedback on their performance in space conditions. As a result, many astronauts, including those on lunar missions, chose to wear Rolex watches like the iconic "Pepsi" GMT-Master both on their missions and during their everyday lives. Rolex continues to own other historically significant watches, including Apollo 13 Command Module Pilot Jack Swigert's "flown" Pepsi GMT-Master Ref. 1675, which was showcased at Watches and Wonders earlier this year. Back in the 1960s, the brand also introduced the Rolex Space-Dweller, a rare variant of the replica Rolex daytona that was marketed exclusively in Japan for a limited period. Given its rarity and the nostalgia it evokes, there is ongoing speculation about whether Rolex might revive the Space-Dweller someday.