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“Pepsi” Rolexes are GMT-Master watches with a red-and-blue 24-hour bezel. The GMT-Master II Pepsi’s removal from Rolex’s current range was reported during the Watches & Wonders 2026 catalog refresh; the reason Rolex discontinued it has not been established. Earlier March reports described a rumor, so the story is best understood through its changing timeline—not as a fact that was confirmed from the start.
What “Pepsi” means
“Pepsi” is collectors’ shorthand for the red-and-blue bezel colorway, not the name of one specific watch. The modern steel reference at the center of the discontinuation story is the GMT-Master II 126710BLRO. Earlier GMT-Master and GMT-Master II references also used the color combination, so a listing described simply as a “Pepsi” does not identify its reference, materials, or production era.
The bezel’s 24-hour scale works with the watch’s 24-hour hand to track a second time zone. The red and blue sections also became a recognizable design signature. Hodinkee connects the first reference, 6542, with Pan Am pilots and the use of the bezel to distinguish day from night while tracking time zones. Published accounts differ on whether that first model dates to 1954 or 1955; “mid-1950s” is the safer description. Hodinkee’s report and Sotheby’s reference guide discuss the model’s history.
How the discontinuation reports changed
The key distinction is timing. A rumor that the Pepsi was being discontinued circulated before later reporting described its removal from Rolex’s range. Those reports should not be treated as if they all made the same claim at the same time.
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| Date | What was reported |
|---|---|
| February 28, 2026 | Hodinkee notes that retailer listings still showed the watches on that date, illustrating that availability signals were not uniform. |
| March 2, 2026 | WatchPro reported that authorized dealers had been told there would be no further steel Pepsi deliveries; it also said some customers on waiting lists were being asked to consider alternatives. WatchPro’s report was based on dealer information. |
| March 4, 2026 | Fratello described discontinuation as a rumor and said the models were still visible on Rolex’s website at that point. Its restaurant-style headline was the author’s metaphor, not a statement from Rolex. Fratello’s March 4 article records that earlier stage of the story. |
| Watches & Wonders 2026 catalog refresh | Hodinkee later reported that the relevant models had disappeared from Rolex’s website during the refresh and described the discontinuation as confirmed. Hodinkee’s later report documents this later development. |
Rolex’s website change and the trade reports are the basis for describing the model as discontinued from the current range. They do not establish that every earlier dealer report was accurate when published, or that every authorized dealer had the same stock or information.
Why Rolex discontinued the Pepsi
Rolex’s reason is not established in the cited reporting. WatchPro mentions unconfirmed reports of production difficulty and high failure rates for red-and-blue ceramic bezels. That is a reported explanation, not a public explanation from Rolex, and should not be repeated as settled fact. Fratello reported that Rolex had not commented on the rumor.
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What the change means for owners and buyers
Discontinuation means the references were removed from Rolex’s current range; it does not mean existing watches vanish from the market. Pre-owned examples may still be offered by dealers or private sellers, while availability, condition, and price vary by reference and individual watch.
It also does not establish that a Pepsi will appreciate. WatchPro reported a UK recommended retail price of £9,850 and a median dealer price of £25,100 on March 2, 2026, compared with £24,000 at the start of that year. These are WatchPro’s dated UK figures, not a current valuation or a universal market price. The same report put median dealer prices for a steel black-and-blue alternative below £20,000 at that time. Market prices depend on date, geography, reference, condition, and sales channel.
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Fratello also attributed a 5% increase over the preceding month and listings up to 50% above the previous month’s average to Chrono24 data and listings. Those figures describe what Fratello reported at publication, not verified current market movement; asking prices are not the same as completed sale prices.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to evaluate a Pepsi listing
Start with the exact reference rather than the nickname. A vintage 6542, an aluminum-bezel 16710, and a modern ceramic 126710BLRO are not interchangeable just because each may be called a Pepsi. Sotheby’s lists historical and modern references including 6542, 1675, 16710, 116719BLRO, and 126710BLRO in its reference guide.
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- Reference and era: confirm the reference and whether the watch is vintage or modern.
- Materials and bezel: establish whether the bezel is Bakelite, aluminum, or ceramic, and whether the case is steel or precious metal.
- Condition and originality: check whether components are original or replaced, and ask for clear documentation of the watch’s condition.
- Service history and provenance: review available records and the seller’s account of the watch’s ownership and servicing.
- Authenticity and transaction terms: use appropriate authentication safeguards and understand the seller’s return, warranty, and payment terms before committing.
- Total price: compare like-for-like examples by reference, condition, location, and sales channel rather than treating a market-wide “Pepsi price” as meaningful.
A listing title alone cannot establish authenticity, condition, or value. The available reporting does not establish Amazon availability or authorize any particular seller; buyers should verify the seller and the watch independently.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
