“We did it you sonsofbitches, we did it.” This enthusiastic declaration from a user known as Sasquatchii captures the sentiment surrounding the recent news that Rolex has officially discontinued the GMT Master II ‘Pepsi’ model after a 12-year run.
The discontinuation was confirmed when the model vanished from Rolex’s website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva, Switzerland. The ‘Pepsi’ model, known for its striking blue and red Cerachrom bezels, has been a favorite among collectors and enthusiasts alike.
The earliest versions of the ‘Pepsi’ model date back to 1954, originally designed for Pan Am pilots to track multiple time zones. Over the years, it has become synonymous with luxury and precision, but the bold color combination on the bezels was reportedly difficult to manufacture, leading to quality control issues.
At the time of its discontinuation, the ‘Pepsi’ model was retailing for $11,800 in steel on an Oyster bracelet. Previously, it had been retired from Rolex’s catalog from 2007 to 2014 before making a comeback in stainless steel in 2018, albeit only on a jubilee bracelet.
Rolex’s decision to discontinue this iconic model has sparked discussions among collectors, with many anticipating a spike in resale prices following its removal from the official lineup. The limited supply of the ‘Pepsi’ model has historically contributed to its popularity, making it a sought-after piece in the secondary market.
Rolex’s new releases for 2026 were announced at Watches & Wonders, but the absence of the ‘Pepsi’ model has left a notable gap in their offerings. The watch variant was not only a testament to Rolex’s craftsmanship but also a symbol of the brand’s storied history.
As the watch community processes this change, the future of the GMT Master II ‘Pepsi’ remains uncertain. Details remain unconfirmed regarding any potential replacements or new models that may fill the void left by this beloved timepiece.