Chrono24: How the secondary market is reacting to Watches & Wonders 2026
Initial data from Chrono24 shows how the secondary market is reacting in real time to the major announcements at Watches & Wonders 2026 in Geneva.
Two developments are currently shaping collector behavior on the Chrono24 platform: the confirmed end of production for Rolex’s “Pepsi” and the surprising comeback of Cartier’s “Roadster.”
Rolex: GMT-Master II “Pepsi” (steel, Ref. 126710BLRO): Demand is skyrocketing, while supply is dwindling
The discontinuation of “Pepsi” sparked two waves of reaction on Chrono24
- First Wave: When the first rumors began circulating in early March, purchase inquiries rose by about 500 percent compared to the weekly average for 2025. At the same time, active listings fell by about 25 percent as sellers pulled their watches off the market in anticipation of rising prices.
- Interim phase: Demand returned to normal levels but remained significantly higher—at roughly double the 2025 average—while the number of listings continued to decline.
- Second Wave: When Rolex officially discontinued the model at Watches & Wonders, purchase inquiries surged again to about 500 percent above the 2025 average, demonstrating that the official confirmation once again significantly increased buying pressure.
Rolex: GMT-Master II “Pepsi” (White Gold, Ref. 126719BLRO): An even stronger reaction with lower production volumes
The white gold “Pepsi” model is showing even stronger demand momentum. Purchase inquiries have risen by more than 700 percent in recent weeks compared to the 2025 average. The number of active listings has been steadily declining since the beginning of 2026. However, this is occurring with significantly lower volumes, which is due to the higher price point of the white gold version.
Cartier: Roadster (Ref. W62025V3): Nostalgia Drives a Revival
Cartier’s announcement of the “Roadster” comeback—the model’s first return since it was discontinued in 2012—has suddenly sparked renewed interest in the original:
- Inquiries about purchasing the original "Roadster" have increased more than tenfold, thereby reviving the market for used "Roadsters," albeit from a previously low level.
- The number of active listings remained stable, suggesting that current owners are holding onto their pieces for now and may be banking on further price increases, as the new model is generating renewed interest in the collection.
Why Discontinued Models Drive the Market
Watches & Wonders 2026 has once again demonstrated how perceived scarcity shapes the dynamics of the secondary market. Balazs Ferenczi, Head of Brand Engagement at Chrono24, explains:
“The reaction to the ‘Pepsi’ follows a familiar pattern: as soon as the end of production is confirmed, the market moves quickly. But the ‘Cartier Roadster effect’ adds a new dimension. Instead of merely triggering ‘new model’ hype, a relaunch changes the image of the original. It reminds collectors that the first generation is readily available and offers value for money that the new version cannot match.”
Methodology
The data is based on purchase inquiries and active listings on Chrono24’s global online marketplace for the models listed. Changes are expressed as percentage changes relative to the 2025 average.
