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Black Friday 2026

Released Friday 30 October 2026, 6:30pm AEDT

GEEDUP ran Black Friday almost a month early. At 6:30pm on Friday 30 October 2026 the site opened behind a password, sent only to the people on its list, with more than 250 pieces back online, some of them never released before.

What set the weekend apart was what came back to the customers. Ten of them won $1,000 in cash. Across Saturday and Sunday the team refunded orders live on Instagram and TikTok. And every order placed between 30 October and 2 November went into the draw for a Rolex.

The Rolex

The watch was sourced with GEEDUP's friend @jfkrolex, "Yogi w/the strap". Two models made the shortlist, a Datejust and a GMT, and GEEDUP put the choice to its followers in the comments.

Entry was simple. Every order from 30 October to 2 November counted as one entry, with no minimum spend, and the winning order would be picked at random live on Instagram and TikTok. Three hours before the drop, the GMT-Master II was back from a polish and ready to be given away.

Sourcing the Rolex for the draw, October 2026.
  • The Rolex GMT-Master II given away at Black Friday 2026: steel case, black dial and black bezel
  • A yellow travel case holding six Rolex watches at @jfkrolex, from the film choosing the Black Friday 2026 watch
  • Two Rolex options held side by side, a GMT and a Datejust, for GEEDUP's Black Friday 2026 vote
Picking the watch at @jfkrolex
Fresh off a polish, ready to go

Refunds, live

On the night of the drop the message to camera was short: screenshot your orders, because GEEDUP was going to start refunding some of them that night.

Over Saturday and Sunday the refunds ran live on Instagram and TikTok, the Sunday session going live at 4:30pm with a 10:30pm cut-off. Fifty orders were refunded across the weekend, and those customers kept what they bought.

The draw

The winning order was drawn live, the boxed GMT on the desk and order numbers spinning on screen, and GEEDUP posted the result on 4 November with four words: "Congratulations to our winner." Its promise going in had been plain: "This won't ever happen again."

The live draw
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