Here’s the latest I can share based on recent reports.
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Rolex has reportedly discontinued the GMT-Master II with the red-and-blue “Pepsi” bezel, triggering a rally in secondary-market prices and long waitlists for remaining stock. This move was tied to Watches and Wonders 2026 coverage and subsequent retailer communications indicating no further deliveries of the Pepsi. Prices on the secondary market have surged, with references noting substantial increases since early 2026.[1][4]
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Public chatter and media coverage since February–April 2026 point to official cessation rather than a simple unavailability, with several outlets citing an explicit production halt and a shift in Rolex’s catalog strategy for that model. Some analysis videos and watch media discuss market psychology around the move and potential implications for related models like other GMT-Master references.[2][3][8][1]
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Not all sources agree on timing or scope, and some outlets report ongoing debate or rumor, but multiple reputable outlets and luxury watch press have framed it as an intentional discontinuation rather than a temporary halt.[4][8]
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If you’re considering buying, expect:
- Elevated prices on the pre-owned market, often well above original retail for the Pepsi model.[1][4]
- Longer waitlists or entry points via current stock from authorized dealers for alternative GMT-Master configurations or other Rolex lines.[4][1]
- Uncertainty about future reintroduction or replacement with a new Pepsi-like reference, as Rolex has focused messaging around current catalog priorities.[4]
Illustration: a quick snapshot of market sentiment shows an abrupt price jump on the Pepsi GMT-Master II after the discontinuation news, with dealers adjusting listings and waitlists expanding (secondary-market data cited by sources in early 2026).[1][4]
Sources:
- Rolex reportedly stops producing GMT-Master II “Pepsi”; prices on secondary market rise.[1]
- YouTube coverage and watch press discussing potential discontinuation and market impact.[3][2]
- April 2026 report detailing ongoing market reaction and official discontinuation notes.[4]
- Related coverage on pricing and dealer communications after Watches and Wonders 2026.[8]
If you’d like, I can compile a concise list of current reputable retailers and expected price ranges by region (Amsterdam/NL included) and suggest safer next steps for acquiring a GMT-Master II Pepsi, or alternatives to consider.