Rolex Pepsi Hits Stupid Prices As Watch Resellers Take The P*ss
Rolex killed the steel Pepsi two weeks ago. The grey market lost its mind. And anyone buying in right now is funding somebody else's renovation.
dmarge.comHere’s the latest on the Rolex GMT-Master II “Pepsi” as of mid-April 2026.
- Status: Multiple outlets and trade press are reporting that Rolex has officially discontinued the steel GMT-Master II Pepsi (ref. 126710BLRO) and removed related references from its catalog, signaling a formal end to new steel Pepsi deliveries for the immediate future. This aligns with ongoing rumors that surfaced in late 2025 and intensified in early 2026.[2][4][5]
- Market reaction: Secondary-market prices for existing Pepsi models have surged in anticipation and in response to the news, with collectors and dealers noting tighter availability and elevated asking prices on platforms like Chrono24 and dealer networks. Some articles describe it as a temporary or potential multi-year hiatus, potentially followed by a refreshed or successor model rather than an exact reissue.[4][2]
- What to expect next: Industry chatter suggests Rolex may pivot focus to other references or colorways within its sports lineup, possibly reviving a Coke-like variant or introducing ceramic/dial upgrades in future GMT releases, though no official substitutes have been confirmed publicly as of now.[2][4]
Illustration: A simple takeaway is that the iconic Pepsi configuration is currently out of production for steel, with strong secondary-market movement and uncertainty about its immediate return or replacement strategy.[4][2]
If you’d like, I can compile a brief, sourced timeline of announcements, or summarize expected next steps from major watch press outlets.
Citations:
- Rolex Pepsi discontinued coverage and official catalog changes.[4]
- Market and rumor progression into 2026.[2]
- Additional retailer and industry commentary.[5]