The watch community has been abuzz with speculation surrounding the fate of the Rolex Pepsi GMT-Master II, especially since its launch in 2018. As of April 13, 2026, Rolex has officially announced the discontinuation of this iconic model, alongside the Cookie Monster Submariner Date.
Prior to the announcement, signs of the Pepsi GMT-Master II’s impending discontinuation were evident. Retailers such as Bucherer had already removed the model from their websites earlier in 2026, raising eyebrows among collectors and enthusiasts alike. As of February 28, 2026, the watch was still visible on some authorized dealer websites, but that visibility was short-lived.
On the day of the announcement, Rolex.com reflected the change, with the Pepsi GMT-Master II completely absent from the site. The white gold version of the Pepsi (ref. 126719 BLRO) also joined the ranks of discontinued models, signaling a definitive end to its production.
The discontinuation of the Pepsi GMT-Master II is significant for several reasons. Firstly, it marks the end of an era for Rolex watch enthusiasts who have cherished this model for its unique design and functionality. The beloved Rolex models are no longer in production, marking a pivotal moment in the luxury watch market.
Moreover, the discontinuation is expected to impact the value of the Pepsi GMT-Master II. As supplies dwindle, the model is anticipated to become more valuable, making it a sought-after piece for collectors. This trend is not uncommon in the luxury watch market, where discontinued models often see a spike in demand.
Interestingly, the rejection rate of Pepsi bezel inserts has been reported to be very high due to production issues, which may have contributed to the decision to discontinue the model. This production challenge has added another layer of complexity to the watch’s legacy.
Despite the official discontinuation, the Pepsi GMT-Master II remains available at select authorized dealers for the time being. This availability may provide a final opportunity for enthusiasts to acquire the model before it becomes a relic of the past.
The discussion around the status of the Pepsi GMT-Master II gained new life earlier this year, as rumors circulated about its future. Now that the announcement has been made, the watch community is left to reflect on the legacy of a model that has been a staple in the Rolex lineup.
As the dust settles on this announcement, the implications for collectors and the luxury watch market are profound. The discontinuation of such a beloved model not only alters the landscape for Rolex but also reshapes the narrative for watch enthusiasts worldwide.
