Rolex has officially stopped producing its iconic Pepsi watch model after a remarkable 12-year run. For years, enthusiasts and collectors have speculated about the future of this beloved timepiece, but now it is confirmed — the stainless steel and white gold GMT-Master II models are no longer available on the Swiss luxury brand’s website.
The Pepsi watch gained widespread recognition for its striking blue and red Cerachrom bezels, which were reminiscent of the logo of the soft drink that inspired its name. However, it seems that the same color combination that made the watch so popular also contributed to its end. According to WatchPro, the bold colors on the bezels posed significant manufacturing challenges, leading to quality control issues over the years. These difficulties ultimately led to the decision to discontinue the model.
Rolex officially announced the discontinuation after the watch disappeared from its website during the spring refresh for the 2026 Watches and Wonders trade show in Geneva, Switzerland. The company has not provided further details on the reasons behind the decision, as reported by The Independent.
At the time of its discontinuation, the Pepsi model was extremely difficult to acquire. The stainless steel version with an Oyster bracelet retailed for $11,800, while the steel model with a Jubilee bracelet was priced at $12,000. The white gold versions were even more expensive, with a blue dial model costing $50,700 and a meteorite dial variant selling for $53,100. Following its retirement, it is expected that the resale value of the Pepsi model will increase significantly.
The Pepsi watch was previously removed from the market before. The earliest versions of the model date back to 1954, when it was designed for Pan Am pilots to track multiple time zones. The blue and red colorway quickly became one of Rolex’s most sought-after watches, largely due to its limited availability.
However, the watch variant was taken off the brand’s catalog from 2007 to 2014. Its return came in 2014 with the launch of the Pepsi model, which was the first ceramic-bezeled white gold GMT-Master II. In 2018, the watch became available in stainless steel, but only on a Jubilee bracelet. It later expanded to include an Oyster bracelet in 2021.
Now, with the discontinuation of the Pepsi model, only three bezel variants remain in stainless steel: black and blue (known as Batman or Batgirl), black and grey, and green and black (called Sprite).
Another model leaving Rolex’s collection this spring is the white gold Cookie Monster watch, which followed the Smurf model and featured a blue ceramic bezel with a black dial. This model sold for $52,100 before its retirement.
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