“We did it you sonsofbitches, we did it,” exclaimed user Sasquatchii, capturing the mixed emotions of collectors as Rolex confirmed the discontinuation of the GMT Master II ‘Pepsi’ model.
The iconic watch, known for its striking blue and red Cerachrom bezels, has been a staple in Rolex’s lineup for 12 years. Its discontinuation was first noted when the model vanished from Rolex’s website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva.
Originally designed for Pan Am pilots in 1954, the ‘Pepsi’ model became famous for its ability to track multiple time zones. However, manufacturing challenges related to the Cerachrom ceramic bezel reportedly led to quality control issues, prompting Rolex to make this difficult decision.
At the time of its discontinuation, the ‘Pepsi’ model was retailing for $11,800 in steel on an Oyster bracelet. This model had previously been retired from the brand’s catalog from 2007 to 2014 before making a comeback in stainless steel in 2018, albeit only on a jubilee bracelet.
The limited supply of the ‘Pepsi’ model has significantly contributed to its popularity among collectors, and experts anticipate a spike in resale prices following its discontinuation. Current estimates suggest that the secondary market price could reach around $30,000.
Rolex’s decision to discontinue the GMT Master II ‘Pepsi’ marks a significant moment in the luxury watch industry, as collectors scramble to secure remaining pieces. The brand’s new releases for 2026 were announced at the Watches & Wonders event, further shifting focus away from the beloved model.
As the dust settles on this announcement, enthusiasts are left to ponder the future of the GMT Master II line and what Rolex may unveil next. Details remain unconfirmed regarding any potential replacements or new models that may fill the gap left by the ‘Pepsi’.