The watch that defined the modern Rolex frenzy is officially gone.
According to Hypebeast, during Watches and Wonders 2026 in Geneva, Rolex quietly removed every version of the red-and-blue “Pepsi” GMT-Master II from its active catalog, ending the run of one of the brand’s most recognizable and hardest-to-buy models.
The move affects both the stainless-steel ref. 126710BLRO and the white-gold ref. 126719BLRO, along with several ultra-rare dial variants that had become nearly impossible to find through authorized dealers.
The disappearance became clear on April 14 when the Rolex Pepsi product page vanished from Rolex’s website entirely. The GMT-Master II configurator now shows only three bezel options in the steel lineup: the blue-and-black “Batman,” the gray-and-black “Bruce Wayne,” and the green-and-black “Sprite.”
Rolex also confirmed that the white-gold “Cookie Monster” Submariner Date, reference 126619LB, has been retired as well.
The Rolex Pepsi has been a core part of the GMT story since 1955, when the original GMT-Master debuted for Pan Am pilots traveling across multiple time zones.
The red portion of the bezel represented daytime hours, while the blue half marked nighttime. Rolex carried that color combination through multiple generations of the GMT before reintroducing it in white-gold ceramic in 2014 and in stainless-steel ceramic in 2018.
The steel version quickly became one of the most sought-after watches in the world, with waiting lists stretching for years.
The discontinuation arrived after months of rumors that Rolex had stopped shipping the watch to dealers. By February, authorized retailers had reportedly been told that no more Rolex Pepsi deliveries were coming, and several dealer websites had already removed the model from their listings.
Consequently, several third-party sellers reported a 500 percent jump in purchase requests for the Rolex Pepsi in early March, while listings dropped sharply and prices climbed. Some unworn examples are now being offered for more than $30,000, with a handful listed well above that.
Rolex announced the change during the 100th anniversary celebration of its Oyster case at Watches and Wonders 2026. The brand has not revealed what, if anything, will replace the missing blue-and-red GMT.
However, Rolex filed a patent in 2022 for a red-and-black ceramic bezel, fueling renewed discussion of a possible return of the long-retired “Coke” GMT-Master II.
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