“We did it you sonsofbitches, we did it,” exclaimed user Sasquatchii, capturing the mixed emotions of collectors and enthusiasts as Rolex confirmed the discontinuation of the GMT Master II ‘Pepsi’ model. This announcement came after the beloved timepiece mysteriously vanished from Rolex’s website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva.
The ‘Pepsi’ model, renowned for its striking blue and red Cerachrom bezels, has been a staple in Rolex’s lineup for over a decade. First introduced in 1954, it was designed for Pan Am pilots to track multiple time zones, and its vibrant color combination quickly became iconic. However, the manufacturing challenges associated with the Cerachrom bezel reportedly led to quality control issues, ultimately influencing the decision to retire the model.
At the time of its discontinuation, the ‘Pepsi’ was retailing for $11,800 in steel on an Oyster bracelet, while its previous variant on a Jubilee bracelet was priced at $12,000. The watch’s limited supply has only fueled its desirability among collectors, and its retirement is expected to trigger a spike in resale prices, with estimates reaching approximately $30,000 on the secondary market.
Rolex’s history with the ‘Pepsi’ model is notable; it was previously retired from the catalog between 2007 and 2014 before making a triumphant return in stainless steel in 2018. The discontinuation marks a significant moment in the luxury watch industry, as enthusiasts reflect on the model’s legacy and what it represented in the world of horology.
As collectors and fans mourn the loss of this iconic piece, Rolex continues to innovate and introduce new models, as seen during the recent Watches & Wonders event. The brand’s ability to blend tradition with modernity remains a hallmark of its enduring appeal.
While the ‘Pepsi’ model may no longer be part of Rolex’s official offerings, its impact on the watch community will undoubtedly linger. The bold design and storied history have secured its place in the hearts of many, ensuring that it will remain a topic of conversation for years to come.
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