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Jewelers and watchmakers alike are enjoying modernizing bestselling models as the interest in one-of-a-kind timepieces grows.

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In particular, London jeweler 777 has designed a Rolex GMT-Master II set adorned with 20 carats of diamond pave pave. In place of the standard ceramic bezel, there are orange and blueish-green fancy-cut stones set in place of the 40mm case and the Oyster bracelet, including the clasp, on this watch, appropriately nicknamed "Ice Cold Pepsi". The hour markers are also adorned with gems, with the exception of the Rolex date window at 3 o'clock.

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There is still a robust movement, and it is powered by the manufacturer's innovative caliber 3285 movement. The customizer also added its logo to the dial, but this change did not alter the watch’s robust specifications. With the crown, you can easily adjust both the 12-hour and 24-hour hands, so you can keep track of time wherever you are.

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There have been many updates to high-end timepieces by 777 over the years. A gem-set Audemars Piguet Royal Oak Skeleton, a Rolex Oyster Perpetual Datejust, and more can be found on the Browns website, the jeweler is known for its extravagant reworks of classic timepieces.

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Customizing watches in this way shows no sign of slowing down. In March, Drake’s emerald-set Patek Philippe Nautilus, the result of a partnership between designer Virgil Abloh and the jewelry house MAD Paris, stole the show in the music video for the rapper’s song “What’s Next.” And last year, Piaget launched two “Infinitely Personal” concept timepieces that allow collectors to personalize their selections without having to go to a jeweler after making a purchase. Using an online configurator, clients can select the color of the bridge, screws, dial, hands, main plate and much more.