The discontinuation was confirmed when the model mysteriously disappeared from Rolex’s website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva. The ‘Pepsi’ model, renowned for its vibrant blue and red Cerachrom bezels, has been a staple in Rolex’s lineup since its reintroduction in 2018 in stainless steel, although it was previously retired from 2007 to 2014.

Originally designed for Pan Am pilots in 1954 to track multiple time zones, the GMT Master II ‘Pepsi’ became iconic not just for its functionality but also for its aesthetic appeal. The bold color combination on the bezels, however, was reportedly difficult to manufacture, leading to quality control issues that may have contributed to Rolex’s decision.

At the time of its discontinuation, the ‘Pepsi’ model was retailing for $11,800 in steel on an Oyster bracelet, while the version on a Jubilee bracelet was priced at $12,000. The watch’s limited supply has historically fueled its popularity, and collectors are now bracing for a spike in resale prices, with estimates suggesting that the secondary market price could reach around $30,000.

Rolex’s introduction of the first ceramic-bezeled white gold GMT-Master II in 2014 marked a significant innovation in the brand’s history, but the ‘Pepsi’ model’s unique charm and heritage have always set it apart. As the brand continues to evolve, the absence of this beloved model raises questions about what might fill the void in Rolex’s offerings.

As the watch community processes this change, many are left wondering what Rolex will unveil next. The discontinuation of the ‘Pepsi’ model signals a pivotal moment in the luxury watch market, where nostalgia and innovation often collide.

Details remain unconfirmed regarding Rolex’s future plans for the GMT Master II line, but the legacy of the ‘Pepsi’ will undoubtedly endure among collectors and enthusiasts alike.

The post Rolex Discontinues GMT Master II ‘Pepsi’ Model After 12 Years appeared first on DG News Sport.