Here’s what’s circulating about Rolex GMT-Master II “Pepsi” as of mid-2026.
Direct answer
- The Rolex GMT-Master II “Pepsi” reference (red-and-blue bezel) has been officially discontinued by Rolex in 2026, with market reports noting its removal from official catalogs and ongoing waitlists affected by the change. Secondary-market prices for existing stock have surged in response.
Context and what it means
- Why it matters: Discontinuation typically drives higher value on the secondary market because remaining examples become scarcer, and collectors race to acquire the model before supplies disappear entirely. This dynamic was observed in 2026 as dealers and media reported pricing increases and stockouts on the Pepsi reference.[2]
What to watch for
- Official communications: Rolex and authorized dealers generally confirm discontinuations through press releases or at major trade shows; many outlets flagged the 2026 Watches and Wonders announcements as the moment the Pepsi was formally dropped from catalog listings.[2]
- Substitutes or new references: Rolex may introduce new bezel options or updated configurations in the GMT line, but a direct Pepsi replacement had not been publicly announced at the time of initial reporting; observers noted attention remaining on how Rolex manages its 100th-anniversary year and overall GMT collection strategy.[7][2]
Market implications
- Price trends: Historically, discontinuation leads to price spikes in the secondary market as demand outstrips supply, particularly for iconic colorways like the Pepsi bezel.[2]
- Dealer guidance: Authorized dealers and pre-owned platforms described tighter allocations and longer waitlists for the Pepsi prior to discontinuation, with some reporting that many customers were told supply would be constrained or ended sooner than expected.[5][6]
Representative perspectives
- Industry coverage: Coverage from watch platforms and industry outlets around 2026 framed the Pepsi discontinuation as a significant event in Rolex’s lineup, noting broader market reactions and comparisons to other long-running references.[4][2]
- Community chatter: Discussions on forums and social channels reflected a mix of nostalgia and opportunism, with buyers weighing the likelihood of future reissues or reissues under a new name or dial design.[8]
If you’d like, I can:
- Pull the latest primary sources (official Rolex communications, major trade show notes) and summarize their exact wording.
- Compare Pepsi with potential substitutes in Rolex’s GMT collection and show a side-by-side in a chart.
- Provide a brief guidance on buying strategies in a discontinuation environment (what to look for in condition, provenance, and authentication).
Would you like me to focus on official announcements, market price trajectories, or buying guidance? I can also compile a quick timeline of key events if that’s helpful.