The Pepsi no longer appears in Rolex’s active GMT-Master II collection lineup on their website, though industry outlets including Hodinkee and WatchPro have reported the discontinuation. Direct product pages for the affected references still resolve, which is a very Rolex way of making the market do a double take. If the reports hold, this marks the end of the modern ceramic Pepsi era that began with the white-gold model in 2014, while the GMT-Master itself traces back to 1955. For collectors and investors, this is more than a catalogue reshuffle; it signals a meaningful shift in one of the most closely watched corners of the Rolex market.
The Active Lineup Shift
The key change is straightforward: the red-and-blue bezel GMT-Master II is no longer shown within Rolex’s active GMT-Master II lineup online. Industry reporting has treated that as a discontinuation, even though some direct product pages still remain accessible. In other words, the signal is clear, even if Rolex has delivered it in the brand’s usual understated style.
The departure of the 126710BLRO leaves a significant void. Since its steel introduction in 2018 on Jubilee, it has been one of the most requested sports Rolex watches in the world, with demand consistently outpacing supply. For buyers trying to secure an authentic example through trusted secondary-market channels, the landscape just became more competitive. At La Lusso Co., we have already seen a fresh wave of inquiries from clients working with us from our Florida base as collectors try to make sense of pricing, availability, and timing.
Which References Are Affected?
The reported discontinuation appears to affect the modern Pepsi references most collectors have been tracking closely:
- 126710BLRO-0001 — Oystersteel on Jubilee bracelet
- 126710BLRO-0002 — Oystersteel on Oyster bracelet
- 126719BLRO — 18k white gold with meteorite dial
- 126719BLRO — 18k white gold with blue dial
That list matters because not all Pepsi references behave the same in the market. The steel models attract the broadest collector demand, while the white gold examples tend to trade in a smaller, more specialized segment where rarity and dial configuration matter even more.
Rolex GMT-Master II Pepsi from La Lusso Co.'s authenticated catalogue, presented after our white-glove inspection with guaranteed authenticity and professional evaluation.
Pristine-condition Rolex GMT-Master II Pepsi from La Lusso Co., professionally inspected, white-glove handled, and offered with our guaranteed authenticity standard.
A Legacy Born in the Clouds: Pan Am and the 6542
To understand why this discontinuation is such a seismic event, we have to look back to 1955. The GMT-Master wasn't designed as a fashion statement; it was a professional tool. Pan American World Airways (Pan Am) approached Rolex to develop a watch that could track two time zones simultaneously as transatlantic flight became the new frontier.
The original reference 6542 featured a bakelite bezel insert colored red and blue to distinguish between day and night hours. It was dubbed the "Pepsi" by collectors due to its resemblance to the soda giant's logo. Over the decades, the model evolved through the reference 1675, the 16750, and the legendary 16710.
When Rolex moved to Cerachrom (ceramic) in 2007, the red and blue colorway initially vanished because producing that combination in ceramic proved extraordinarily challenging. Rolex later described the process as "extremely difficult." The modern ceramic Pepsi era began in 2014 with the white gold ref. 116719BLRO, followed by the steel ref. 126710BLRO in 2018. For a broader historical overview of the model’s evolution, Hodinkee’s Rolex GMT-Master II history is a useful reference.
The Cerachrom Question: Why the Pepsi May Be Gone
No official Rolex explanation has been published, but the most common industry theory centers on the challenge of producing the red-and-blue Cerachrom bezel at Rolex’s standards. Rolex has described the process itself as "extremely difficult," which is about as close as the brand usually gets to saying, "yes, this one is a headache."
Their Cerachrom bezels are made from a single ceramic insert that must achieve stable, precise color separation without compromising durability or visual consistency. In practice, that is far easier to admire than to manufacture. For years, collectors and industry observers have speculated that the red portion of the bezel was especially demanding, with inconsistent outcomes making production less efficient than other color combinations.
While this has been widely discussed among collectors and industry observers, it has not been confirmed by Rolex. That remains a theory, not a confirmed cause. Still, if you were looking for a tidy explanation, Rolex has never been in the business of oversharing. What we can say with confidence is that the Pepsi’s disappearance from the active lineup makes existing examples more important, not less, in the secondary market.
Market Impact: What Happens to Prices?
The immediate reaction has been predictably noisy, because nothing gets the watch market moving quite like a beloved Rolex leaving the active lineup. But the better question is not whether prices moved, it is how to read them properly.
Rolex retail pricing for the steel GMT-Master II Pepsi sat at $12,000 before discontinuation. As of mid-April 2026, market tracking places the steel 126710BLRO around the low-to-mid $20,000s, while live listings often sit higher depending on bracelet, condition, and completeness. The white gold 126719BLRO, particularly the meteorite dial variant, is expected to become an even more closely held piece.
The discontinuation also lands alongside the end of the white gold Submariner Date “Cookie Monster” ref. 126619LB as part of a broader tightening of the professional lineup, reinforcing the sense that Rolex made several meaningful catalog decisions at once. For owners evaluating timing, our sell or trade service can help frame whether holding, consigning, or exiting now makes sense, especially in a market where asking prices and actual trading levels are not always the same thing.
Collectors looking to secure a verified example can request current availability directly through our concierge team.
How Much Is a Pepsi Worth Now?
This is where collectors need to separate headlines from actual execution. There are really two markets to watch:
- Transaction values: what watches are actually changing hands for
- Asking prices: what sellers hope to achieve on live listings
As of mid-April 2026, transaction-oriented pricing for the steel ref. 126710BLRO appears to sit in the low-to-mid $20,000s, depending on bracelet, condition, service history, and whether the watch includes its full set. Asking prices, meanwhile, often start at $26,000 and up, especially for cleaner examples or pieces marketed as unworn.
That spread matters. A watch listed at $28,500 is not automatically a watch trading at $28,500. In this part of the market, completeness drives premiums. Full-set unworn examples with original box, warranty card, tags, and sharp case condition continue to command the strongest numbers.
For buyers and sellers trying to read the broader backdrop, our 2026 market outlook remains the right lens: scarcity can move sentiment quickly, but execution still comes down to condition, configuration, and documentation.
Detailed Rolex GMT-Master II Pepsi view from La Lusso Co.'s catalogue, photographed through our white-glove process and verified through professional inspection with guaranteed authenticity.
Authentication and Sourcing in a Post-Pepsi World
As prices climb, the risk of "franken-watches" and high-quality fakes increases. For anyone buying a 126710BLRO on the secondary market, authentication is everything. At La Lusso Co., we physically inspect and verify the provenance of every piece we handle before it leaves our Florida base or is delivered to our New York and nationwide clients.
We look for specific markers that counterfeiters often miss:
- The transition point between the red and blue on the bezel (it should be sharp but not a hard line).
- The "Rolex" laser etching on the rehaut.
- The movement's beat rate and finishing on the Calibre 3285.
- The weight and "clink" of the Oystersteel (904L) bracelet.
If you are struggling to find a legitimate piece through standard channels, our concierge team can source a specific watch through our private network of collectors, ensuring you receive a timepiece that is both authentic and investment-grade.
Rolex GMT-Master II Pepsi dial close-up from La Lusso Co.'s catalogue, professionally inspected under our white-glove standards and backed by guaranteed authenticity.
What Replaced the Pepsi?
Strictly speaking, nothing replaced the Pepsi on a one-to-one basis. Rolex did not introduce a direct red-and-blue successor; it simply removed the colorway from the active lineup and left the broader GMT-Master II family in place.
That current lineup still matters. The "Batman" is the 126710BLNR on Oyster, the "Batgirl" is the same black-and-blue reference on Jubilee, the "Bruce Wayne" is the grey-and-black 126710GRNR, and the "Sprite" remains the green-and-black 126720VTNR. So the GMT-Master II range is still very much alive, just without its most historically resonant bezel.
For collectors trying to compare what is available now against what just left the catalog, it helps to review current Rolex inventory with the lineup in context rather than assuming there is a true Pepsi substitute.
The 2022 Rolex Patent and "Coke" Speculation
One reason the discontinuation has triggered so much discussion is the 2022 Rolex patent tied to a red-and-black ceramic bezel process. That filing reignited long-running speculation that Rolex may be preparing a future return of the "Coke" GMT-Master II colorway in ceramic form. In collector circles, the logic is fairly simple: if Rolex has invested in protecting a process around a red-and-black ceramic execution, enthusiasts are going to assume it could eventually show up in the GMT-Master II family.
For now, that remains speculation rather than confirmation. Rolex patents technologies it may not deploy immediately, and sometimes not at all. Still, with the Pepsi now out of the catalog, the idea of a future red-and-black Cerachrom GMT has moved from collector fantasy to a theory serious enthusiasts are watching closely.
White-glove Rolex GMT-Master II Pepsi presentation from La Lusso Co., professionally inspected and offered with guaranteed authenticity for collectors focused on top-tier examples.
Should Collectors Buy Now or Wait?
That depends on what kind of buyer you are.
If you have wanted a steel Pepsi for years and view it as a long-term grail, waiting may not suddenly make the process easier. Supply could tighten as more owners decide to hold. The best examples, especially full-set unworn watches, are usually the first to get tucked away.
If you are purely speculating, this is the part where discipline matters. Panic pricing rarely ages well. Discontinuation headlines create excitement, but not every listing represents a new market level. Paying a premium simply because the internet got louder is usually not the sophisticated move.
A more balanced approach looks like this:
- Collectors: focus on quality, provenance, and completeness
- Investors: pay attention to real transaction levels, not just optimistic listings
- Sellers: understand that top-tier examples command the strongest premium
- First-time buyers: work with a specialist who can verify configuration, dial, bracelet, and paperwork before money changes hands
From our Florida base, we help clients navigate exactly these moments. When a watch like the Pepsi shifts from difficult-to-get to no-longer-in-lineup, the real advantage is not speed for its own sake. It is clarity. And if you decide the timing is right to make a move, the best next step is usually a direct conversation rather than chasing the loudest listing on the market.
How La Lusso Co. Navigates the Scarcity
At La Lusso Co., we don't just sell watches; we advise on portfolios. The discontinuation of the Pepsi changes the math for many of our clients, and this is exactly the kind of market shift we help collectors navigate from our Florida base. Whether you’re in Miami, New York, or anywhere across the US, our team understands the nuances of pricing spread, sourcing risk, and timing.
We specialize in sourcing the exact references that are no longer available at authorized dealers. As the supply of the 126710BLRO dries up at retail, the secondary market becomes the only avenue for acquisition. We ensure that this journey is transparent, secure, and handled with the white-glove service collectors across the US and internationally expect. If the right example is not already available, we can source a specific watch discreetly through our network and verify it before it reaches your wrist.
Final Thoughts on the 126710BLRO
The Rolex GMT-Master II Pepsi was the quintessential travel watch. It survived the transition from tool-watch to luxury icon without losing its identity. If this really is the end of the modern ceramic Pepsi chapter, it closes a run that began in white gold in 2014 and became a steel obsession in 2018.
For collectors, the takeaway is fairly simple: do not confuse noise with certainty, but do pay attention when a watch this important disappears from the active lineup. The strongest examples will continue to attract the strongest premiums, and mediocre examples will not magically become great ones because of a headline.
To explore our current inventory of authentic Rolex timepieces, evaluate whether it makes more sense to sell or trade your current watch, or speak with a specialist about securing a Pepsi, please contact us directly.
La Lusso Co. Pepsi Catalogue Showcase
Authentic Rolex GMT-Master II Pepsi from the La Lusso Co. catalogue, professionally inspected, white-glove handled, and ready for a new owner.
Pristine-profile Rolex GMT-Master II Pepsi from the La Lusso Co. catalogue, verified through professional inspection and prepared for its next owner with guaranteed authenticity.
Authentic La Lusso Co. catalogue Pepsi shown during white-glove inspection, professionally vetted and ready for a new owner.
Macro bezel and Jubilee bracelet detail from an authentic La Lusso Co. catalogue Pepsi, professionally inspected and ready for a new owner.
Dial and hands macro of an authentic Rolex GMT-Master II Pepsi from the La Lusso Co. catalogue, professionally inspected and ready for a new owner.
Frequently Asked Questions
Why was the Rolex Pepsi discontinued in 2026? No official Rolex explanation has been published. The most common industry theory centers on the difficulty of producing the red-and-blue Cerachrom bezel at Rolex’s standards.
Will the Rolex Pepsi come back? While Rolex often revives colorways, it likely won't return for several years. Any future version would likely feature a new reference number and potentially a different ceramic composition.
What is the current market price for a discontinued 126710BLRO? As of mid-April 2026, market tracking places the steel 126710BLRO in the low-to-mid $20,000s, while asking prices on live listings often sit higher depending on bracelet, condition, and completeness.
Is the white gold Pepsi also discontinued? Industry reporting indicates that the white gold reference 126719BLRO, including meteorite and blue dial versions, has been removed from Rolex’s active lineup alongside the steel version.
Where can I safely buy a used Rolex Pepsi? It is vital to buy from a reputable dealer that offers a guarantee of authenticity. La Lusso Co. provides fully insured shipping and expert authentication for the Rolex watches in our inventory.
