Rolex has officially discontinued its highly sought-after Pepsi watch model, the stainless steel and white gold GMT-Master II, concluding a 12-year production run that captivated collectors and enthusiasts worldwide.
Manufacturing Challenges Lead to Discontinuation
The iconic blue and red Cerachrom bezels, which earned the watch its distinctive Pepsi nickname, were reportedly fraught with manufacturing difficulties, leading to persistent quality control issues. These complications ultimately prompted Rolex to halt production of this celebrated timepiece.
Confirmation Through Website Removal
The discontinuation was confirmed after the model vanished from Rolex's official website during its spring refresh for the 2026 Watches and Wonders trade show in Geneva. This removal signals a definitive end to the availability of new units from authorised retailers.
Impact on Resale Value and Market Dynamics
The Pepsi model, which retailed for up to $53,100, was already notoriously difficult to obtain due to high demand and limited supply. With its discontinuation, experts anticipate a significant surge in its resale value, potentially making it an even more coveted item among luxury watch investors and aficionados.
Historical Context and Legacy
The original Pepsi design traces its roots back to 1954, when it was created for Pan Am pilots to aid in tracking multiple time zones. This specific variant had previously been retired from 2007 to 2014 before its reintroduction, adding to its storied history and cyclical allure in the horology community.
In summary, Rolex's decision to discontinue the Pepsi GMT-Master II marks the end of an era for one of its most famous watches, leaving a lasting legacy and heightened market interest in its wake.
