“We did it you sonsofbitches, we did it,” exclaimed user Sasquatchii in a fervent online reaction to the news that Rolex has officially discontinued the GMT Master II ‘Pepsi’ watch model after a notable 12-year run.
The discontinuation was confirmed after the model disappeared from Rolex’s website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva, Switzerland. The ‘Pepsi’ model, renowned for its striking blue and red Cerachrom bezels, has been a staple in the luxury watch market.
Originally designed for Pan Am pilots in 1954 to track multiple time zones, the ‘Pepsi’ model became iconic, with its bold color combination contributing to its popularity. However, manufacturing challenges related to the Cerachrom ceramic bezel reportedly led to quality control issues, prompting Rolex to make this difficult decision.
At the time of its discontinuation, the ‘Pepsi’ model was retailing for $11,800 in steel on an Oyster bracelet, while a variant on a Jubilee bracelet was priced at $12,000. The watch’s limited supply over the years has only fueled its desirability among collectors.
Rolex previously retired the ‘Pepsi’ model from its catalog from 2007 to 2014, before reintroducing it in stainless steel in 2018. The watch variant’s limited availability has consistently contributed to its allure, making it a sought-after piece in the secondary market.
Following the announcement, experts anticipate a spike in resale prices for the ‘Pepsi’ model, which could reach approximately $30,000 as collectors scramble to secure one of the last remaining pieces.
Rolex’s new releases for 2026 were unveiled at the Watches & Wonders event, where the discontinuation of the ‘Pepsi’ model was a significant talking point among enthusiasts and industry insiders alike.
As the luxury watch community processes this news, many are left reflecting on the legacy of the GMT Master II ‘Pepsi’ and its impact on the brand’s storied history.
Details remain unconfirmed regarding any potential future models that may replace the ‘Pepsi’ in Rolex’s lineup, leaving fans eager for updates.
