Rolex is discontinuing the "Pepsi" – is a cult model disappearing for good?
For quite some time now, there have been persistent rumors that the Rolex reference 126710BLRO—better known as the “GMT-Master II” with a red-and-blue Pepsi bezel—might be discontinued.
Earlier this year, the online portal WatchPro reported that Rolex had informed authorized dealers that the “Pepsi” would indeed no longer be available. End customers are also said to have been advised to look for alternative models. As is well known, Watches & Wonders 2026 will be the moment of truth regarding what the Rolex portfolio will look like over the next twelve months.
“Pepsi” isn’t included. This has two consequences.
First, there has been a significant price increase in the pre-owned market: as early as the beginning of March, asking prices on Chrono24, for example, ranged from €15,700 for a pre-owned model with an Oyster bracelet to €65,000 for an unworn 2020 version with a Jubilee bracelet. Currently, the lowest listing is just over €19,000, while prices at the high end remain around €65,000—the MSRP was most recently €11,550.
A look at the actual prices achieved on Chrono24 over the past four weeks for the “GMT-Master II 126710BLRO” with a black dial, launched in 2018, shows a price increase of over ten percent. However, Watches & Wonders took place just a week ago, so the rally has likely only just begun.
On the other hand, this development is fueling speculation about why Rolex is discontinuing such a successful model as the “Pepsi.” The most plausible answer: because the brand can. Rolex can afford to temporarily forego the revenue from a cult model that is only eight years old—in order to potentially return in a few years with a major comeback and a corresponding surge in demand.
Furthermore, if the rumors circulating on forums about production difficulties with the iconic blue-and-red 24-hour bezel turn out to be true, Rolex would have plenty of time to make adjustments.
