Full Breakdown
Rolex Discontinues Iconic GMT-Master II 'Pepsi' Model
4/14/2026, 11:34:07 AM
Major Discontinuation Announcement
Rolex has officially discontinued the GMT-Master II 'Pepsi' model, along with the 'Cookie Monster' Submariner Date, as confirmed during the Watches & Wonders 2026 event in Geneva on April 14, 2026. The GMT-Master II reference 126710BLRO, known for its distinctive red and blue bezel, has been a staple in Rolex's lineup since its introduction in 1955, originally designed for Pan Am pilots to track multiple time zones. The decision to remove this iconic model from production has sent ripples through the watch enthusiast community, marking the end of an era for collectors.
Impact on Market Value
The discontinuation is expected to significantly affect the secondary market value of the 'Pepsi'. As the model becomes increasingly scarce, its desirability is anticipated to rise sharply. Reports indicate that purchase requests for the GMT-Master II surged by 500% in early March 2026, with median prices increasing from approximately AUD 31,000 to AUD 35,600 over six months. This trend underscores a common luxury market dynamic: as availability diminishes, demand intensifies, leading to higher prices.
Background and Context
The 'Pepsi' GMT-Master II has long been celebrated for its cultural significance and aesthetic appeal. Its removal from the Rolex catalog follows months of speculation, with some retailers, including Bucherer, removing the model from their websites prior to the official announcement. The watch's absence from Rolex's configurator, which now only lists other GMT variants, solidifies its discontinuation and alters the landscape for collectors who had been waiting for retail access.
Criticism and Opposition
While many collectors express disappointment over the discontinuation, some industry experts view it as a strategic move by Rolex to manage scarcity and maintain the brand's prestige. The decision has sparked discussions about the future of the GMT-Master II line, with speculation about potential replacements or new colorways, such as a possible red and black "Coke" variant.
Official Statements & Responses
Rolex's decision to discontinue the 'Pepsi' was communicated through a digital presentation at Watches & Wonders 2026, marking a significant shift in the brand's product lineup. The company has not provided detailed reasons for the discontinuation, but the move reflects a broader strategy of controlling inventory and enhancing the perceived value of its timepieces.
What's Next for Collectors?
As the existing inventory of the 'Pepsi' GMT-Master II dwindles, collectors are left to navigate a market where the model's availability is no longer guaranteed. The discontinuation raises questions about the future direction of Rolex's GMT-Master II line and what new stories the brand may wish to tell. The watch community will be closely watching for any announcements regarding potential new models or colorways that could emerge in the wake of this significant change.
Verbatim Quotes
- “The Pepsi is dead.” — Boss Hunting
- “The absence of the model from Rolex’s own platform turned what had been inference into confirmation.” — El Balad
- “The news is sure to disappoint many Rolex enthusiasts and collectors who have been clamoring to get their hands on these iconic timepieces.” — National Today
The discontinuation of the GMT-Master II 'Pepsi' not only alters the immediate market dynamics but also signifies a pivotal moment in Rolex's storied history, as collectors and enthusiasts alike adjust to the implications of this significant change.
