September 2020: The Green Giant Falls
When Rolex unveiled the new Submariner lineup at Watches & Wonders 2020, the Hulk — Ref. 116610LV, the Submariner Date with green Cerachrom bezel AND green sunburst dial — was conspicuously absent. In its place: the 126610LV “Starbucks” with a green bezel but black dial. The all-green Submariner was dead. Prices jumped 20% overnight.
What Made the Hulk Special
The 116610LV (2010-2020) was the only Rolex Submariner ever produced with a green dial. Previous green Subs (the 16610LV “Kermit,” 2003-2010) had green bezels with black dials. The Hulk combined green bezel + green dial for a monochromatic look that was polarizing: some found it garish, others found it stunning. There was no middle ground — and that passion drove collector demand.
The green sunburst dial shifts between forest green in shade and emerald in sunlight. Combined with the green Cerachrom bezel, the overall effect is of a watch that’s alive — the color changes constantly throughout the day. No photograph captures it accurately. You have to see it on wrist, in motion, in changing light.
Technical Specifications
| Spec | 116610LV (Hulk) | 126610LV (Starbucks) |
|---|---|---|
| Production | 2010-2020 | 2020-present |
| Case | 40mm (Maxi case) | 41mm (new case) |
| Movement | Cal. 3135 (48h) | Cal. 3235 (70h) |
| Dial | GREEN sunburst | BLACK |
| Bezel | Green Cerachrom | Green Cerachrom |
| Retail (last/current) | $9,050 | $10,250 |
| Secondary (2026) | $18,000-$22,000 | $16,000-$18,000 |
Price History
- 2010 (launch): $8,550 retail, traded at slight premium (~$9,500)
- 2015: Secondary ~$10,000 (17% over retail)
- 2019: Secondary ~$13,000 (52% over retail)
- Sept 2020 (discontinued): Immediate jump to $16,000+
- March 2022 (peak): $27,000-$30,000 (230% over last retail)
- 2023 (correction): Settled to $20,000-$24,000
- 2026 (current): $18,000-$22,000
The Hulk has corrected ~25% from its 2022 peak — consistent with the broader luxury watch market correction. At $18,000-$22,000, it’s still 100-140% above its last retail price and remains one of the best-performing discontinued Rolex references of the 2020s.
Why Rolex Killed the Green Dial
Rolex hasn’t commented. Three theories:
- Platform upgrade: The 116610 case was replaced entirely by the 126610. Rather than make a green-dial version of the new case, Rolex returned to the “green bezel, black dial” formula of the 2003 Kermit.
- Market segmentation: The all-green dial was TOO popular — it was cannibalizing the black Sub’s sales. By making the replacement less visually distinctive, Rolex rebalances demand across the lineup.
- Design evolution: Rolex may have felt the all-green look was too “of the moment” and preferred to return to the more timeless black-dial + colored-bezel formula that has worked since 1955.
Hulk vs Starbucks: Which to Buy?
- Buy the Hulk if: You want the bolder, more distinctive look; you view watches as part-investment; you want a discontinued reference that will never be made again.
- Buy the Starbucks if: You want the better movement (70h vs 48h); the more versatile black-dial appearance; a lower price; and the ability to potentially buy at retail.
Frequently Asked Questions
Will the Hulk keep going up?
Likely yes, but slowly. The post-discontinuation surge and correction have played out. Future appreciation depends on broader market conditions and whether Rolex ever makes another green-dial Sub (which would reduce the Hulk’s uniqueness). If they don’t, the Hulk becomes increasingly valuable as the only all-green Sub ever made.
Is the 48-hour reserve a problem?
For a daily wearer, no — 48 hours covers overnight. For weekend warriors who leave the watch off Saturday-Monday, yes — you’ll need to reset it Monday morning. The Starbucks’s 70 hours solves this.
Do you carry Hulk-style green Subs?
Yes — our Submariner collection includes both Hulk (green dial + green bezel) and Starbucks (black dial + green bezel) configurations. 904L Oystersteel, Swiss automatic movement, Cerachrom-spec ceramic bezel. Free worldwide shipping + 1-year warranty.