In the world of watchmaking, rumors arise and die in a matter of days.
Then there are those that start out as simple rumors and, over time, become increasingly difficult to ignore.
In recent months, one of the most discussed topics among collectors, dealers and industry professionals concerns an iconic model: the Rolex GMT-Master II “Pepsi”, reference 126710BLRO.
According to several industry sources, this model could be close to discontinuation in 2026Rolex hasn't released any official statement, but several clues are fueling speculation.
The rumor that's sparking discussion in the industry
Rumors about Pepsi's possible exit aren't new. However, in 2026, they began to take a more concrete form.
According to several industry reports, Some authorized retailers have reportedly been informed that no further deliveries of the GMT-Master II Pepsi in steel will arrive..
This would have led in many cases to the closure of waiting lists or the proposal of alternative models to customers still waiting.
At the same time, some authorized dealer sites have removed the model from their online catalogs, while the model is still visible on the official Rolex website, creating further confusion among enthusiasts.
The result is that the rumor, initially considered unlikely, is now being taken much more seriously.
Why the “Pepsi” is one of Rolex's most important watches
To understand the impact of a possible discontinuation, we need to remember what Pepsi represents for Rolex.
The name derives from the two-tone red and blue bezel, introduced in 1955 with the original GMT-Master and became one of the most iconic designs in the history of watchmaking.
In 2018 Rolex brought this combination back to the steel model GMT-Master II ref. 126710BLRO, one of the most desired sports watches of the last decade.
Since then Pepsi has become:
- one of the most difficult watches to obtain from dealers
- one of the most discussed models in the secondary market
- one of the contemporary icons of the Rolex sports line
In short, one of the most desired Rolexes in the world.
The reasons behind a possible discontinuation
As is often the case with Rolex, the decisions are never publicly explained. However, some plausible hypotheses are circulating in the industry.
1. Complex production of the bezel
The red-blue Cerachrom bezel is one of the most difficult to produce in the Rolex catalog.
The process of obtaining two perfectly distinct colors in ceramic is extremely complex and expensive.
Reducing or temporarily eliminating this model could simplify production.
2. Possible arrival of a new variant
Some analysts hypothesize the return of another historical configuration:
the bezel Red-black “Coke”, much loved in the 90s.
Rolex could then decide to temporarily replace Pepsi to renew the GMT line.
3. Desirability strategy
Rolex is known for using disruptions as a strategic tool.
Removing a highly requested model can:
- increase global interest
- strengthen the perception of exclusivity
- generate new attention towards the brand
In other words, Rolex doesn't follow the market. It leads it.
What's happening in the market
Even without official confirmation, the market has already started to react.
According to several industry analyses, prices in the secondary market have started to rise, with some listings showing significant increases over previous months.
If the discontinuation is confirmed, many collectors expect:
- greater demand
- less availability
- further price growth in the short term
So is Pepsi really over?
The most honest answer is: not yet, but the signs are stronger than ever.
Rolex has not officially announced the end of the model. However:
- reduced or terminated deliveries to retailers
- removal from some dealer catalogs
- speculations increasingly widespread in the sector
they indicate that something it could really change in the next few months.
Many eyes are on Watches & Wonders 2026, where Rolex could clarify the future of the GMT-Master II.
Conclusion
If Pepsi were to actually go out of business, it wouldn't just be the end of a model.
It would be the end of one of the most iconic configurations in modern watchmaking.
But with Rolex the same rule always applies:
when a pattern disappears, it often means that something even more interesting is coming.
And the world of watchmaking, as always, remains waiting.
Sources: Chrono24 Magazine, WatchPro, Fratello Watches.