On April 13, 2026, Rolex announced the discontinuation of the iconic ‘Pepsi’ GMT-Master II and the ‘Cookie Monster’ Submariner Date. This decision has sent shockwaves through the watch community, marking the end of an era for many enthusiasts.
As of the announcement, the ‘Pepsi’ GMT-Master II was completely removed from Rolex.com, a move that had been anticipated by collectors since rumors of its discontinuation began circulating shortly after its launch in 2018.
Earlier in 2026, retailers such as Bucherer had already started removing the ‘Pepsi’ from their websites, signaling that the end was near. The white gold Rolex Pepsi (ref. 126719 BLRO) also joined the list of discontinued models.
Despite the official discontinuation, the ‘Pepsi’ GMT-Master II remains available at select authorized dealers for the time being, although its future availability is uncertain. As supplies dwindle, the model is expected to become increasingly valuable.
The rejection rate of Pepsi bezel inserts has reportedly been very high due to production issues, which may have contributed to Rolex’s decision to discontinue the model. This has left many collectors scrambling to secure their pieces before they become even rarer.
In 2023, Bucherer was acquired by Rolex, which may have influenced the retailer’s decisions regarding inventory management and product offerings. The beloved Rolex models are no longer in production, marking a significant moment for watch enthusiasts.
The discussion around the status of the ‘Pepsi’ gained new life earlier this year, as collectors speculated on its future. With the model now officially discontinued, the conversation has shifted to the implications for collectors and the market.
As the dust settles on this announcement, many are left reflecting on the legacy of the ‘Pepsi’ GMT-Master II. Its discontinuation signals a pivotal change in the luxury watch landscape.
Details remain unconfirmed regarding any potential replacements or new models that Rolex may introduce in the future. For now, the focus remains on the impact of this discontinuation on collectors and the market.
