On April 13, 2026, Rolex made a significant announcement that sent ripples through the watch community: the beloved ‘Pepsi’ GMT-Master II and the ‘Cookie Monster’ Submariner Date have been officially discontinued. This decision marks the end of an era for many enthusiasts who have cherished these iconic timepieces.
In the months leading up to this announcement, whispers about the potential discontinuation of the ‘Pepsi’ GMT-Master II had gained momentum. As early as February 28, 2026, the model was still visible on some authorized dealer websites, but by mid-April, it had vanished from Rolex.com entirely, leaving fans in disbelief.
The ‘Pepsi’ GMT-Master II, known for its distinctive red and blue bezel, first debuted in 2018 and quickly became a favorite among collectors. Its removal from Rolex’s official site was confirmed with the statement, “Is the Pepsi GMT Still on Rolex.com? No. The Pepsi is gone from Rolex.com completely.” This marked a pivotal moment for those who had long admired the watch.
Retailers like Bucherer, which was acquired by Rolex in 2023, had already begun to remove the ‘Pepsi’ from their websites earlier in 2026, signaling a shift in availability. While the model remains accessible at select authorized dealers for the time being, the future of the ‘Pepsi’ GMT-Master II is uncertain.
As supplies dwindle, the ‘Pepsi’ GMT-Master II is expected to become more valuable, adding to its allure among collectors. However, the rejection rate of Pepsi bezel inserts due to production issues has only added to the complexity surrounding this iconic model.
The discontinuation of the ‘Pepsi’ GMT-Master II is not just a loss for collectors; it signifies a broader change in the luxury watch market. The discussion around the status of the ‘Pepsi’ gained new life earlier this year, and now, with its official discontinuation, many are left reflecting on what this means for the future of Rolex and its offerings.
As the watch community processes this news, the sentiment is clear: the beloved Rolex models are no longer in production, marking the end of an era for watch enthusiasts. The legacy of the ‘Pepsi’ GMT-Master II will undoubtedly live on in the hearts of those who treasured it.
