Lance Armstrong's Watches | The Watch Club by SwissWatchExpo

Lance Armstrong has bounced back from his notorious cycling career and has reinvented himself both as an entrepreneur and media personality.

These days he’s busy with Next Ventures, an investment firm focusing on the health and wellness industry; and WEDŪ, an endurance sports brand. He’s also built himself an audience online with “The Move”, a podcast on endurance sports.

We went watch spotting to see what the multi-hyphenate has been wearing on his wrist.

Rolex GMT-Master II Coke

The Rolex GMT-Master II Coke, with a black and red bezel, is the watch most associated with the former athlete. “Coke” came from the watch’s Coca-Cola bottle color scheme, and from the established soda names of the Rootbeer and Pepsi GMT watches. The Coke was produced from 1983 to 2007; and continues to be in demand in the pre-owned market today. Video from Livestrong on YouTube

Rolex Daytona Steel White Dial

The stainless steel Rolex Daytona ref 116520 was introduced in the Baselworld Fair of 2000. With the watch came Rolex’s first completely in-house movement in more than 50 years: the Caliber 4130. The movement was the result of many years of development and came with a fully-integrated self-winding chronograph function.

It was discontinued in 2016 and replaced by the part-ceramic ref 116500, but it remains a much-coveted timepiece. Video from OnSight Media on YouTube

Panerai Luminor GMT

Lance has also been spotted wearing Panerai timepieces. Known for their large and robust cushion-shaped case, Panerai watches began as diver’s timepieces made exclusively for the Italian Navy. Lance wears a Panerai Luminor GMT Automatic, which has a 24 hour indication on the edge and a seconds subdial at 9 o’clock.

Panerai Luminor 1950

The Panerai Luminor 1950 is very similar to the most popular model of the brand, the Luminor Marina. Both come with Panerai’s signature curved and rounded case and semi-circular crown protector. From the side however, the Luminor Marina 1950 sometimes has its acrylic crystal domed and the sides sweep back more gracefully. Photo from Lance Armstrong on Instagram

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Rolex Daytona Ceramic Bezel White Dial

The watch that is often seen with Lance these days is the Rolex Daytona with a Cerachrom ceramic bezel. There are two dials available for this highly coveted watch – black and white – and Lance’s choice is the white Panda dial with black subdials. Although the ref 116500LN made its debut in 2016, there’s still a years-long waitlist for the popular model. Photo from Lance Armstrong on Instagram