Rolex Pepsi Is Becoming History: What Collectors Need to Know

The iconic Rolex GMT-Master II Pepsi is one of the most coveted models from the legendary watch brand, and after Watches and Wonders Geneva 2026, it may disappear from the company’s production lineup. Rumors about this have been circulating for a long time, with the main reason said to be difficulties in the production stage involving colored ceramic. As a result, there are enormous waiting lists at authorized dealers, intense activity on the secondary market, and the possibility of yet another price increase for the model — all of which only adds to its media popularity.

Source: wristcheck.com

So what is really happening, and what should those connoisseurs of premium Rolex watches do if they still want to become owners of the legendary GMT-Master II with the red-and-blue bezel?

The Chronicles of the Legendary “Pepsi”: Recognition and Admiration

To understand why the GMT-Master II has so deeply captivated the world of premium watch enthusiasts, we need to take a short trip back to the 1950s. It was the dawn of the jet age, when traveling quickly across time zones became possible, an era of rapid progress amplified by the optimism of technological innovation. This made Pan American World Airways the flagship and king of the skies, especially for those who loved global routes and luxurious service.

Source: monochrome-watches.com

It was during that time that Boeing pilots on long-haul flights needed a watch capable of displaying both local time and Greenwich Mean Time. The result of Pan Am’s request to the watchmaking giant Rolex was the first GMT-Master, which embodied the brilliant engineering idea of Rolex watchmakers: a fourth hand and a rotating 24-hour bezel. The red-and-blue bezel insert also appeared — a simple yet functional solution, where the blue half indicated nighttime hours and the red half represented daytime.

Source: timeandtidewatches.com

However, this brand’s watches were not always part of Rolex’s production program. The modern history of the GMT-Master collection began in 1983 with model Ref. 16760. Among the changes that the years brought to Rolex’s “aviation” line, the following stand out:

while maintaining the same 40 mm diameter, the model received thicker lugs and more substantial crown guards
the case also became thicker due to the new movement — Caliber 3085, which allowed the GMT hand to be adjusted independently from the main hour hand
the Pepsi bezel also appeared in a red-and-black version, adding refined elegance, for which the watch earned the nickname Sophia Loren
the acrylic crystal was replaced with sapphire crystal, which became the gold standard for premium Rolex watches

Source: Hodinkee.com

At the very end of the 1980s, the company released the new GMT-Master II Ref. 16710, which introduced three bezel options: red-and-blue, red-and-black, and fully black. In addition, Rolex delighted enthusiasts with two versions: a two-tone model in steel and yellow gold, and a full yellow gold version. But the main transformation was the lume: until the end of the 20th century, tritium luminous material was used, and from 1998 it was replaced by Luminova, which gave way just a year later to the more modern SuperLuminova.

In 2005, Rolex celebrated the 50th anniversary of the famous “Pepsi” with an unusual combination of yellow gold and a green dial. The company continued experimenting with color versions and materials, but from 2008 to 2013, the Pepsi with a ceramic bezel was not produced at all. Yet the love and admiration for this model never disappeared, which can be explained by several factors:

the celebrity effect and public icon status — when these watches appear on the wrists of such famous names as Brad Pitt, Pablo Picasso, Arnold Schwarzenegger, Plácido Domingo, and Sylvester Stallone, they transform from a luxury accessory into a coveted dream
guaranteed functionality — the GMT-Master II has always performed its primary timekeeping role exceptionally well
the model’s incredible media appeal as a visual symbol of success and refined taste
outstanding investment potential for any serious watch collection

That is why global demand for the Rolex GMT-Master II Pepsi significantly exceeds supply, especially as it is fueled by insider rumors about the discontinuation of the watch.

What Is Happening on the Market

Today, acquiring a Rolex GMT-Master II Pepsi requires patience and a substantial budget, and the price may soon rise further amid rumors that the model is becoming history. Already now, according to data from global platforms, demand for the model has grown by hundreds of percent, while the number of available listings has declined.

Overall, the value of the “Pepsi” model is justified by a number of its strengths:

an automatic movement with the precision and reliability of a certified chronometer
Chronergy technology, which provides enhanced resistance to magnetic fields and improved energy efficiency, while the Paraflex shock absorption system offers resistance to impacts and vibrations
the legendary recognizable design and the use of Chromalight luminescent coating
premium-class materials for the case, movement, and crystal
excellent water resistance — up to 100 m

At the same time, Rolex dealers cite the following as evidence that the company will announce the discontinuation of this watch at Watches and Wonders Geneva 2026 in April:

the model has quietly disappeared from the websites of several authorized dealers, including Rolex-owned retailer Bucherer, jeweler Ben Bridge Jewelers, William Barthman, and others
prices on the secondary market have been steadily rising since September of last year, and at the time of writing this article have jumped to a record high of $45 thousand
clients who had been on long waiting lists have begun receiving suggestions to consider alternative options

Many market participants and Rolex GMT-Master II Pepsi enthusiasts are asking the same question: what happens next? Experts outline three possible scenarios:

A short-term price surge (already underway), a wave of hype, and renewed consumer interest
The cult red-and-blue bezel may eventually return in an updated form or as a limited edition
The model may indeed disappear for a long time, making the current GMT-Master II Pepsi Ref. 126710BLRO especially desirable in the long term

Source: secondmovement.com

One thing can be stated without any doubt: this Rolex model will not become cheaper. But as for how to acquire one, we can help guide you.

How to Become an Owner of the “Pepsi”

When authorized dealers stop receiving certain watch models, the secondary market quickly becomes the main place to purchase them. And while Rolex has not yet announced any changes in its marketing strategy or a replacement for the GMT-Master II Pepsi with a new model — which would push prices even higher — you still have the opportunity to take advantage of our support and expert assistance. At the same time, you do not need to try to move up a waiting list or fly somewhere in search of the desired model.

Source: secondmovement.com

Our specialists closely monitor the situation and will provide you with access to the symbol of success you want on your wrist. We work only with verified pieces and guarantee their authenticity along with full legal support of the transaction. Do not miss your chance to become the owner of a magnificent rarity and acquire the legendary Rolex GMT-Master II Pepsi before time confirms its complete disappearance. Follow our updates — we will keep you informed about every change in the Rolex market.