Whispers of Rolex discontinuing its popular GMT-Master II "Pepsi" model have gained traction, fueled by its absence from some authorized dealer websites. Industry observers note the watch's quiet disappearance online and rising secondary market prices. While not confirmed, these developments have sparked concern among collectors.
The Rolex GMT-Master II reference 126710BLRO, known for its red and blue Cerachrom bezel nicknamed "Pepsi," has long been subject to discontinuation rumors. However, recent observations suggest these speculations may hold more weight. Craig Karger, founder of Wrist Enthusiast and Wren Watches, highlighted in a social media reel that the model is "quietly disappearing" from various Rolex authorized dealer websites. He also pointed to ambitious pricing on platforms like Chrono24 and increased forum discussions claiming that dealers are no longer accepting orders, with production allegedly halting in January.
The official Rolex website still includes the Pepsi variant in its online configurator, allowing users to explore options in materials, colors, bezels, and bracelets. In contrast, the Bucherer website no longer lists the Pepsi configuration, whether in Oystersteel or 18k white gold. This discrepancy has raised eyebrows, though it does not constitute official confirmation from Rolex.
On the secondary market, pricing for the reference 126710BLRO shows modest gains, with a 2% increase over the past month and 3.7% over the last six months, according to Chrono24 trackers. Historically, Rolex has paused Pepsi production before; the steel version was absent from 2007 to 2018 following the discontinuation of reference 16710. A Cerachrom Pepsi debuted in white gold in 2014, with the steel model following later.
The GMT-Master line originated in 1955, marking its 70th anniversary in 2025. Speculation persists about potential changes at Watches and Wonders 2026, possibly including an updated Pepsi or a return of the black and red "Coke" bezel. For now, enthusiasts await clarity from Rolex amid these evolving indicators.