Rolex GMT-Master II ‘Pepsi’ Discontinued: A New Era Begins!

Rolex confirmed the end of the steel blue-and-red GMT last week. At Watches and Wonders in Geneva on April 14, 2026, the brand removed the 126710BLRO product page.

What changed on Rolex’s site

The GMT-Master II configurator now shows three steel bezel options. Grey-and-black, blue-and-black, and green-and-black remain. The red-and-blue “Pepsi” option is gone.

Dealer notices and stock actions

Rolex told authorised dealers in February there would be no further Pepsi deliveries. Waiting-list customers were advised to seek alternatives.

Major authorised-dealer sites, including Rolex-owned Bucherer, already removed the blue-and-red listing. That action foreshadowed the official site change.

Market fallout

Secondary-market interest shot up before the official confirmation. Chrono24 reported a 500% surge in purchase requests for the 126710BLRO in early March.

Median prices in Australian dollars rose from about $31,000 to over $35,600 in six months. Bloomberg’s Subdial Watch Index recorded roughly a US$3,000 gain since January.

Active listings fell by about 25%. Some Chrono24 listings now ask as much as $127,000—roughly six times retail price.

Why collectors care

The Pepsi colourway has deep heritage. It first appeared in 1955 on the ref. 6542 to help Pan Am pilots track day and night hours.

The red-and-blue motif ran through refs 1675 and 16710. It disappeared from steel between 2007 and 2018 due to Cerachrom development limits.

Return, replacement, or pause?

Rolex introduced a steel ceramic Pepsi at Baselworld 2018 on a Jubilee bracelet. That model reignited collector fervour and long waitlists.

Speculation now centers on possible replacements. Rolex filed a 2022 patent for producing red-and-black ceramic inserts.

The Coke possibility

The black-and-red “Coke” bezel first appeared on the ref. 16760 in 1982. It has not been in the catalogue since 2007.

Many publications have long predicted a ceramic Coke. Whether Rolex will reintroduce Coke or leave the Pepsi absence in place is uncertain.

Legacy and next steps

The 126710BLRO transformed modern steel sports Rolex into a speculative asset. It spawned long waitlists and intense secondary-market activity.

Collectors should expect volatility while the market adjusts. Filmogaz.com will continue to cover developments as they unfold.