After the resounding success of the legendary Swiss brand Rolex at previous Geneva exhibitions, in 2026 the company dedicated its presentations mainly to the 100th anniversary of the iconic Oyster model. As a result, much attention was focused on this collection’s lineup. Although Rolex usually avoids lavish celebrations, the range of updated Oyster versions deserves special attention, as these watches reflect the principles originally established by the brand’s founder Hans Wilsdorf: simplicity, лакonic design, functionality, and quality. At the same time, the major headline was the discontinuation of the white gold GMT-Master II Pepsi. This is where we begin our overview of Rolex highlights in Geneva.
It Is Now Official: Pepsi Watches Will No Longer Be Produced
Rumors that had circulated in the watch world for a long time have now been confirmed: the iconic GMT-Master II Pepsi watches (Ref. 126710BLRO in a steel case and Ref. 126719BLRO in an 18k white gold case, both featuring the red-and-blue Cerachrom bezel) can now only be purchased on the secondary market. The hype, fueled by comments from numerous watch market experts, made this Rolex model difficult to obtain not only because of limited availability, but also due to its price.
Why Did the GMT-Master II Pepsi Become So Legendary in the Watch Industry?
To answer this question, one must travel back to the 1950s, when the development of long-haul aviation became a catalyst for rapid progress in watchmaking as well. Pilots on such flights needed time indicators capable of displaying both local time and Greenwich Mean Time.
Rolex’s innovative spirit could not remain uninvolved, and as a result of the collaboration between the American airline Pan Am and the Swiss brand, the first GMT-Master was created. In it, the Geneva watchmakers implemented a unique engineering idea: a fourth hand and a rotating 24-hour bezel with a red-and-blue insert. The concept behind this solution was simple: blue represented nighttime hours, while red represented daytime. This color combination, paired with the Bakelite bezel, made the watch highly desirable among Rolex enthusiasts.
The GMT-Master was produced continuously for 21 years, and although the visual characteristics remained largely similar, most changes involved the calibers, crown protection, and case thickness. However, the “Pepsi” was not always part of the brand’s production lineup. The Ref. 16760 reappeared in 1983 with several updates:
- the case became thicker due to the new caliber 3085, which allowed independent adjustment of the GMT hand
- a red-and-black bezel option was added to the lineup
- the crown received larger protective guards
- the acrylic crystal was replaced with sapphire crystal, which later became the standard for Rolex luxury watches
A little later, by the late 1980s, a fully black bezel appeared, along with two new case versions: the first in two-tone steel and yellow gold, the second in solid yellow gold. Other innovations included SuperLuminova illumination, green dials combined with yellow-gold cases, and more. However, from 2008 to 2013, there was no Pepsi model with a ceramic bezel in the company’s catalog. The cult color scheme returned in 2014 at Baselworld with the Oyster Perpetual GMT-Master II. It became the first Pepsi with a ceramic bezel in an 18k white gold case, making it inaccessible to the mass market. Rolex then gradually expanded the palette. Producing each new color required solving complex chemical challenges, as ceramic changed shade during the firing process.
In 2018, a more modern interpretation of vintage models appeared in two-tone versions (steel + gold) and Everose gold. Four years later, the Sprite Ref. 126720VTNR with a green-and-black bezel became one of the most discussed releases due to its Destro configuration (designed for the right wrist, with the crown on the left side and the date window at the 9 o’clock position). The latest “reincarnations” arrived in 2023–2024 in gray-and-black colors, first in gold and two-tone versions (Ref. 126718GRNR), and then in a steel case (Ref. 126710GRNR) with Oyster and Jubilee bracelets. The red-and-blue color scheme has now become history.
Why Rolex Decided to Discontinue the GMT-Master II Pepsi
Among the probable reasons, specialists cite production difficulties with the two-color Cerachrom ceramic bezel and a significant percentage of rejected components. Creating the red-and-blue bezel has always been a challenge: under ultraviolet light, it becomes clear that the entire bezel actually glows red, while the blue color is achieved through an extremely complex technological process. In addition, refreshing the lineup has always been part of the company’s strategic direction. Therefore, after applying one of its favorite and highly effective marketing strategies — creating scarcity through limited production, building strong media attention around the models, and leveraging celebrity influence that turns the watches into a dream acquisition — prices for GMT-Master II Pepsi models on the secondary market have surged, and a decline is not expected.
Rolex is also removing the Submariner Date Ref. 126619LB Cookie Monster with a blue ceramic bezel and black dial from its collection. Nevertheless, if you wish to become the owner of a legendary watch from this collection, contact the experts at Chrono 10:10. We take responsibility for every offer and guarantee the authenticity of the watches you purchase, along with full legal support for the transaction.
