“We did it you sonsofbitches, we did it,” exclaimed user Sasquatchii, capturing the mixed emotions of watch enthusiasts as Rolex confirmed the discontinuation of the iconic GMT Master II ‘Pepsi’ model.
This decision marks the end of a 12-year run for the beloved timepiece, which was made famous for its striking blue and red Cerachrom bezels. The announcement came after 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 has a storied history, with its earliest versions dating back to 1954, originally designed for Pan Am pilots to track multiple time zones. Its bold color combination, while visually appealing, posed manufacturing challenges, particularly with the Cerachrom ceramic bezel, leading to quality control issues.
At the time of its discontinuation, the ‘Pepsi’ was retailing for $11,800 in steel on an Oyster bracelet, a price that reflected its limited supply and growing popularity among collectors. Previously, the model had been retired from Rolex’s catalog from 2007 to 2014 before making a triumphant return.
Rolex introduced the first ceramic-bezeled white gold GMT-Master II in 2014, and the stainless steel variant became available in 2018, albeit only on a jubilee bracelet. The limited availability of the ‘Pepsi’ model has contributed significantly to its desirability, and experts predict a spike in resale prices following its discontinuation.
As Rolex unveils new releases for 2026, the watch community reflects on the legacy of the ‘Pepsi’ model. The discontinuation has left many collectors pondering the future of their cherished timepieces.
While the excitement of new releases fills the air, the absence of the ‘Pepsi’ will undoubtedly be felt. Details remain unconfirmed regarding any potential successors or new models that might take its place in the Rolex lineup.
