The End of an Era: Rolex Officially Retires the "Pepsi" GMT-Master II
Breaking News from Watches & Wonders 2026
It’s official. As the doors opened today at Watches & Wonders 2026 in Geneva, the watch world received the confirmation many feared but few truly expected: The Rolex GMT-Master II Ref. 126710BLRO "Pepsi" has been removed from the catalog.
For months, rumors of production difficulties regarding the red-and-blue Cerachrom bezel fueled speculation. Today, Rolex made it final. The most iconic colorway in the history of travel watches is no longer in production, marking a seismic shift in the secondary market landscape.
Market Alert: Immediate Impact
With the 126710BLRO now a "legacy" piece, current market inventory is all that remains. We are already seeing a 15-20% surge in asking prices across global exchanges. If you have been waiting to secure a Pepsi, the window for "standard" grey market pricing is closing rapidly.
View Current GMT-Master II InventoryWhy Did Rolex Kill the Pepsi?
While Rolex never releases official statements on why a model is cut, the industry consensus points to the Cerachrom Red Dilemma. Achieving a stable, vibrant red in ceramic is notoriously difficult. Insiders suggest that the failure rate for the Pepsi bezel inserts remained high enough to hamper scalability, making it an "inefficient" model for the brand to produce at its current volume targets.
The Investment Perspective
History tells us that discontinued stainless steel Rolex sports watches—especially those with a 70-year lineage—do not lose value. Similar to the "Hulk" Submariner (116610LV) discontinuation in 2020, we expect the Pepsi to enter a new tier of collectability. It is no longer just a "modern watch"; it is a finite piece of Rolex history.
Looking for a 126710BLRO?
As the Pepsi transitions to the secondary market exclusively, authenticity and condition are more critical than ever. At Distinctive Time, we specialize in sourcing the finest examples of discontinued Rolex references.
Inquire with Our Specialists