eBay: Rising Demand for Rolex After Watches & Wonders
Watches & Wonders isn’t just the event where Rolex unveils its new releases for the year. It’s also when it becomes clear which models will be discontinued. This year, that applies to two references.
For one thing, the white gold “Submariner” with a black dial and blue bezel—the “Cookie Monster”—has disappeared from the Rolex lineup. For another, the end of the “GMT-Master II” with a red-and-blue Pepsi bezel has been sealed.
eBay now reports that this information has had an immediate impact on the pre-owned market for these models. Data from the platform—which has recently expanded its authenticity verification process for luxury watches—shows that search queries for the “Submariner Cookie Monster” rose by 66 percent overnight. For the “GMT-Master II Pepsi,” eBay recorded a 46 percent increase. (Global eBay search data, daily comparison of April 13 vs. April 14, 2026.)
