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Rolex Discontinues Iconic GMT-Master II and Submariner Models

4/14/2026

26 2 Full Breakdown

Summary

Story summary

Rolex has officially discontinued the GMT-Master II reference 126710BLRO, commonly known as the "Pepsi."
Rolex has also discontinued the "Cookie Monster" Submariner Date.
The decision was announced at Watches and Wonders 2026.
As supplies dwindle, the GMT-Master II reference 126710BLRO is expected to become more valuable to collectors.
The change reflects Rolex's strategy of managing scarcity and maintaining brand prestige.

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Story summary

Rolex has officially discontinued the GMT-Master II reference 126710BLRO, commonly known as the "Pepsi."
Rolex has also discontinued the "Cookie Monster" Submariner Date.
The decision was announced at Watches and Wonders 2026.
As supplies dwindle, the GMT-Master II reference 126710BLRO is expected to become more valuable to collectors.
The change reflects Rolex's strategy of managing scarcity and maintaining brand prestige.