Khaberni - In a notable shift in the luxury watch market, the production of Rolex Pepsi watches has ceased, reflecting a reshaping of the brand's strategy and triggering a strong demand wave in the secondary market, as iconic models globally become increasingly scarce.
According to "Hodinkee", Rolex officially stopped producing the legendary "Pepsi" models of the GMT-Master II watch, specifically the 126710BLRO model made of steel, and the 126719BLRO model made of white gold, both featuring the famous blue and red "Cerachrom" bezel.
The watch, designed specifically for traveling, was produced in 4 versions: the first with a black dial in a steel case with either an "Oyster" or "Jubilee" bracelet, an "Oyster" bracelet in white gold, and the second with a shiny blue or meteorite dial in a white gold case, and the third and fourth with a white gold "Oyster" bracelet.
Thus, the modern "Pepsi" model reaches an end (which might be temporary) of a production series of one of Rolex's most widespread models, after a 12-year run.
The decision came after years of speculation, as rumors about stopping the production of the "Pepsi" GMT-Master II had been circulating for about 3 years, which stirred doubts when renewed at the beginning of this year.
This speculation fueled the used watch market, according to "Bloomberg", where retailers report that the watch has become as rare as the "Daytona Panda".
The "Pepsi" watch is one of the most famous watches in Rolex's history, launched in 1954 with reference model 6542, featuring a red and blue bezel made from Bakelite, designed for "Pan Am" pilots to track time zones.
This design quickly became one of the brand's most popular designs, especially with its limited availability, and its absence from the catalog between 2007 and 2014, which enhanced its appeal upon its return.
Upon ceasing its production, the steel version with an "Oyster" bracelet was priced at about $11,800, and $12,000 with a "Jubilee" bracelet, while the white gold version reached $50,700 for the blue dial, and $53,100 for the meteorite dial. In the secondary market, the steel versions sell for no less than double the retail price, while white gold versions trade close to their original price.
Historically, the GMT-Master II has seen continuous developments, as Rolex launched the first monochromatic ceramic bezel in 2007, before introducing the "Batman" (116710BLNR) version with a blue and black bezel in 2013, then a "Pepsi" version in 2014 but only in white gold. In 2018, the "Pepsi" was reintroduced in stainless steel (126710BLRO) with a "Jubilee" bracelet, before adding the "Oyster" option in 2021."
Producing a two-tone ceramic bezel without coating represents a complex technical challenge, making some color combinations like black and blue easier to manufacture compared to red and blue. Ultraviolet light tests reveal unique properties of the "Pepsi" bezel, which appears entirely red.
Over the years of production, numerous shades of blue and red have appeared, ranging from bright colors in early versions (Mk.1) to deeper and darker tones in recent versions (Mk.3).
The debate around the fate of the watch was renewed at the beginning of 2026, especially after the model was removed from the websites of some retailers, including "Bucherer", which was acquired by Rolex in 2023. Though it later appeared on some platforms, it disappeared from other stores, confirming the company's direction to end its production.
The decision also included stopping the production of the "Submariner Date" made of white gold and known as the "Cookie Monster" (126619LB), which was sold for $52,100, before dropping in the secondary market to about $35,000.
Rolex officially confirmed the cessation of these models' production, after removing them from its website during the "Watches and Wonders 2026" exhibition updates, in a move that reflects strategic shifts in the luxury brand's portfolio.
