Rolex has officially discontinued its celebrated Pepsi watch model, marking the end of a notable 12-year production run for one of its most recognisable timepieces. The stainless steel and white gold GMT-Master II watches, renowned for their vibrant blue and red Cerachrom bezels, have been removed entirely from the Swiss watchmaker's official website.
Manufacturing Challenges Lead to Discontinuation
According to industry reports, the distinctive colour combination on the bezels presented unique manufacturing difficulties that ultimately contributed to the model's demise. The complex process required to produce the bold blue and red ceramic bezel consistently led to quality control issues over time, making continued production unsustainable.
Confirmation and Market Impact
Rolex confirmed the discontinuation after the Pepsi models disappeared from their digital catalogue during their spring refresh for the 2026 Watches and Wonders trade show in Geneva. The company declined to provide additional commentary when approached by media outlets regarding this significant decision.
At the time of discontinuation, obtaining a Pepsi model had become exceptionally challenging for collectors. The watch retailed at various price points depending on configuration: $11,800 for the steel version on an Oyster bracelet, $12,000 for steel on a Jubilee bracelet, $50,700 for white gold with a blue dial, and $53,100 for white gold with a meteorite dial. Industry experts anticipate these prices will increase substantially in the secondary market following the official discontinuation announcement.
Historical Context and Previous Discontinuations
The Pepsi model has experienced previous interruptions in its production history. Originally designed in 1954 for Pan American World Airways pilots to track multiple time zones, the blue and red colourway quickly gained popularity among watch enthusiasts. However, Rolex removed the variant from their official catalogue between 2007 and 2014 before reintroducing it as the first ceramic-bezeled white gold GMT-Master II that same year.
The stainless steel version became available in 2018, initially offered exclusively on a Jubilee bracelet before expanding to Oyster bracelet options in 2021. This latest discontinuation follows that relatively brief return to the market.
Remaining GMT-Master II Variants
With the Pepsi model now discontinued, only three bezel variants remain available in stainless steel within the GMT-Master II collection. These include the black and blue combination known as Batman or Batgirl, the black and grey variant, and the green and black bezel referred to as Sprite by collectors and enthusiasts.
Additional Discontinuations in Rolex's Spring Collection
The Pepsi model isn't the only notable timepiece leaving Rolex's collection this season. The white gold Cookie Monster model, which featured a blue ceramic bezel with a black dial as a follow-up to the Smurf model, has also been discontinued. This particular watch retailed for $52,100 prior to its removal from production, further indicating Rolex's strategic adjustments to their luxury watch offerings.
The discontinuation of these iconic models represents a significant shift in Rolex's product strategy, potentially creating increased scarcity and collector interest in the remaining GMT-Master II variants and discontinued models across the secondary market.
