Rolex Pepsi Is Becoming History: What Collectors Need to Know

The iconic Rolex GMT-Master II Pepsi is one of the most coveted models from the famous watch brand, and after the Geneva Watches and Wonders 2026 fair, it may disappear from the company’s production lineup. Rumors about this have been circulating for a long time, with the main factor said to be the challenges involved in working with colored ceramic. Hence the enormous waiting lists at authorized dealers, the frenzy on the secondary market, the possible further rise in the model’s value, and all of this only adds to its media appeal

So what is really happening, and what should those connoisseurs of premium Rolex watches do if they still want to become owners of the legendary GMT-Master II with the red-and-blue bezel?

The Chronicle of the Legendary “Pepsi”: Recognition and Admiration

To understand why the GMT-Master II has so deeply captivated the world of premium watch enthusiasts, let us take a brief journey back to the 1950s. It was the dawn of the jet aviation era, when crossing from one time zone to another became remarkably fast, and rapid progress was fueled by the optimism of technological innovation. This made Pan American World Airways the flagship and king of the skies, especially for those who loved global routes and luxurious service

It was then that Boeing pilots on long-haul flights needed a watch capable of displaying both local time and Greenwich Mean Time. As a result of Pan Am’s request to the watchmaking giant Rolex, the first GMT-Master was born, embodying the watchmakers’ brilliant engineering idea: a fourth hand and a rotating 24-hour bezel. The red-and-blue bezel also appeared — simple functionality in which the blue half indicated nighttime hours and the red half indicated daytime hours

However, these watches were not always part of Rolex’s production program. The modern history of the GMT-Master collection began in 1983 with the Ref. 16760 model. Among the changes that the years brought to Rolex’s “aviation” line, the following are particularly noteworthy:

• while retaining the same 40 mm diameter, the model received thicker lugs and more substantial crown guards;
• the case also became thicker due to the new movement — caliber 3085, which allowed the GMT hand to be adjusted independently of the main hand;
• the Pepsi bezel also appeared in red-and-black, giving it a refined elegance, which earned the watch the nickname Sophia Loren;
• the acrylic crystal was replaced with sapphire, which became the gold standard for premium Rolex watches

At the very end of the 1980s, the company released the new GMT-Master II Ref. 16710, which introduced three bezel options: red-and-blue, red-and-black, and fully black. In addition, Rolex delighted enthusiasts with two versions: a two-tone model in steel and yellow gold, and one in solid yellow gold. But the main transformation was the lume: until the end of the 20th century, it was provided by tritium, and from 1998 by Luminova, which literally a year later gave way to the more modern SuperLuminova

In 2005, Rolex celebrated the 50th anniversary of the famous “Pepsi” with an unusual combination of yellow gold and a green dial. The company continued experimenting with color versions and materials, but from 2008 to 2013, the Pepsi with a ceramic bezel was not produced at all. Yet the love and admiration for this model never faded, which can be explained by the following factors:

• the celebrity effect and public icon status — watches seen on the wrists of such famous figures as Brad Pitt, Pablo Picasso, Arnold Schwarzenegger, Plácido Domingo, and Sylvester Stallone transform from an attribute of luxury into a cherished dream;
• guaranteed functionality — the GMT-Master II has always excelled at its core mission of indicating time;
• the model’s incredible media presence as a visual symbol of success and good taste;
• excellent investment potential for any serious watch collection

That is why global demand for the Rolex GMT-Master II Pepsi significantly exceeds supply, and it is further fueled by insider reports about the discontinuation of this watch

What Is Happening on the Market

Today, acquiring a Rolex GMT-Master II Pepsi requires patience and a substantial budget, and the price may soon rise even further amid rumors of the model going down in history. Already now, according to data from global marketplaces, demand for the model has increased by hundreds of percent, while the number of available offers has declined

Overall, the value of the “Pepsi” model is justified by a number of its advantages:

• an automatic movement with the precision and reliability of a certified chronometer;
• Chronergy technology, which provides increased resistance to magnetic fields and improved energy efficiency, while the Paraflex shock absorption system ensures resistance to impacts and vibrations;
• the legendary recognizable design and the use of Chromalight luminescent coating;
• premium-class materials for the case, movement, and crystal;
• excellent water resistance — up to 100 m

At the same time, Rolex dealers cite the following as evidence that the company will announce the discontinuation of this watch at the April Watches and Wonders Geneva 2026 fair:

• the model has quietly disappeared from the websites of a number of authorized dealers, including Rolex-owned retailer Bucherer, jeweler Ben Bridge Jewelers, William Barthman, and others;
• prices on the secondary market have been steadily rising since September of last year, and at the time of writing this article had jumped to a record high of €45 thousand;
• clients on long waiting lists have received offers to consider alternative options

Many market participants and admirers of the Rolex GMT-Master II Pepsi are concerned about what will happen next. Experts outline three possible scenarios:

1. A short-term price surge (already underway), market frenzy, and a new wave of consumer interest
2. The cult red-and-blue bezel may return after some time in a modified form or as a limited series
3. The model may indeed disappear for a long time, which would make the current GMT-Master II Pepsi Ref. 126710BLRO especially desirable in the long term. 

One thing can be stated without any doubt: this Rolex model will not become cheaper, and as for how to acquire it, we can guide you

How to Become an Owner of the “Pepsi”

When authorized dealers stop receiving certain watch models, the secondary market quickly becomes the main place to buy them. And while Rolex has not yet announced any changes in its marketing strategy or a replacement for the GMT-Master II Pepsi with a new model — which would push prices even higher — you still have the opportunity to take advantage of our support and expert assistance. At the same time, you do not need to try to move up a waiting list or fly somewhere in search of the coveted model

Our specialists closely monitor the situation and will ensure you access to the desired symbol of success on your wrist. We work only with verified pieces and guarantee their authenticity along with full legal support for the transaction. Do not miss the chance to become the owner of a magnificent rarity and acquire the legendary Rolex GMT-Master II Pepsi before time confirms its complete disappearance. Follow our updates — we will keep you informed about all changes in the Rolex market