In a significant announcement that has sent ripples through the horological world, Rolex has officially ceased production of its celebrated "Pepsi" GMT-Master II models, references 126710BLR (stainless steel) and 126719BLRO (white gold), both adorned with their iconic blue and red Cerachrom bezels. Additionally, the white gold "Cookie Monster" Submariner Date, reference 126619LB, featuring a blue ceramic bezel and a black dial, has also been retired. This revelation came to light during Rolex's product refresh for Watches and Wonders 2026, where these beloved models were conspicuously absent from the brand's official website.

The End of an Era for Coveted Rolex Timepieces

The discontinuation of the "Pepsi" GMT-Master II, a watch with a storied lineage stretching back to 1954, marks a pivotal moment for collectors and enthusiasts. Initially designed for Pan Am pilots to effortlessly track multiple time zones with its distinct 24-hour red and blue bezel, the "Pepsi" quickly ascended to legendary status. Its history includes a hiatus from 2007 to 2014, which only fueled its desirability upon its return. This latest discontinuation, though anticipated by some, has still come as a shock to many, prompting renewed fervor in the secondary market. Retail prices for the "Pepsi" GMT-Master II ranged from $11,800 for the steel model on an Oyster bracelet to $53,100 for the white gold version with a meteorite dial. While the white gold variants generally traded close to their retail prices on the secondary market, the stainless steel models frequently fetched double their original cost due to overwhelming demand.

The journey of the ceramic-bezeled GMT-Master II began in 2007 with a monochromatic black Cerachrom bezel. The introduction of the first stainless steel "Batman" GMT-Master II (Ref. 116710BLNR) in 2013, followed by the white gold "Pepsi" in 2014, paved the way for the eventual stainless steel "Pepsi" (Ref. 126710BLRO) in 2018, initially available exclusively on a Jubilee bracelet. This strategic move aimed to differentiate it from its white gold counterpart, which sported a traditional Oyster bracelet and, later that year, a distinctive blue dial. It wasn't until 2021 that the stainless steel "Pepsi" became an option with an Oyster bracelet. The complex manufacturing process of achieving two distinct colors on a single, paint-free ceramic piece has always presented challenges, with sources indicating that combinations like black and blue are more straightforward to produce, given that black tones tend to dominate underlying colors.

The "Cookie Monster" Submariner Date, a white gold model with a blue ceramic bezel and black dial, was the successor to the much-loved "Smurf." Despite its retail price of $52,100, this model sometimes saw secondary market prices as low as $35,000, illustrating the fluctuating dynamics of the luxury watch market. Its removal alongside the "Pepsi" models further highlights Rolex's continuous evolution and strategic adjustments to its product line.

The watch world is buzzing with the news of these iconic models being discontinued. For a collector, it feels like witnessing a piece of history being archived. While it's sad to see them go, this move by Rolex not only reaffirms the brand's control over its market but also inevitably boosts the legend and scarcity of these timepieces. It makes you wonder what new innovations and designs Rolex will introduce to fill the void left by these legends, and how the secondary market will respond to the increased rarity of these now-vintage-in-the-making watches. It’s a reminder that even in the world of timeless craftsmanship, change is the only constant.