As of April 13, 2026, Rolex has officially discontinued the iconic ‘Pepsi’ GMT-Master II and the ‘Cookie Monster’ Submariner Date. This announcement has sent ripples through the luxury watch community, marking the end of an era for enthusiasts who have long cherished these models.
The discontinuation was confirmed when the ‘Pepsi’ GMT-Master II was removed from Rolex’s official website entirely. This model, which debuted in 2018, had been the subject of speculation regarding its future since its launch. The removal from Rolex.com signifies a definitive end to its production.
Prior to this announcement, retailers such as Bucherer had already begun to phase out the ‘Pepsi’ from their websites earlier in 2026. Interestingly, Bucherer was acquired by Rolex in 2023, which adds another layer to the narrative surrounding the brand’s strategic decisions.
As of February 28, 2026, the ‘Pepsi’ GMT-Master II was still visible on some authorized dealer websites, but this availability is rapidly diminishing. While the model is no longer in production, select authorized dealers still have stock available for the time being.
The discontinuation of the ‘Pepsi’ GMT-Master II is expected to increase its value in the secondary market as supplies dwindle. Collectors and enthusiasts are already speculating on the potential for price hikes, given the model’s popularity and historical significance.
Additionally, reports indicate that the rejection rate of Pepsi bezel inserts has been notably high due to production issues, which may have contributed to Rolex’s decision to discontinue the model. This aspect highlights the challenges faced by the brand in maintaining quality while meeting demand.
The announcement has reignited discussions about the status of the ‘Pepsi’ among collectors, who have long debated its place in the Rolex lineup. As one commentator noted, “Is the Pepsi GMT Still on Rolex.com? No. The Pepsi is gone from Rolex.com completely.” This statement underscores the finality of the discontinuation.
The discontinuation of these beloved Rolex models is not just a business decision; it marks a significant cultural shift within the watch community. As collectors reflect on the legacy of the ‘Pepsi’ GMT-Master II, they recognize that its absence will be felt deeply.
In summary, the discontinuation of the ‘Pepsi’ GMT-Master II by Rolex signifies a pivotal moment in the luxury watch market, one that will undoubtedly influence collector behavior and market dynamics for years to come.
