If Rolex Retires the Pepsi GMT-Master II, Prices Could Surge

Whispers are rippling through the rarefied world of haute horlogerie, and they carry weight: Rolex may soon retire the stainless steel GMT-Master II "Pepsi"—that unmistakable icon…

• March 4, 2026
• ByJack Miller

Whispers are rippling through the rarefied world of haute horlogerie, and they carry weight: Rolex may soon retire the stainless steel GMT-Master II "Pepsi"—that unmistakable icon defined by its cerulean and crimson bezel. While the Maison has yet to confirm, the mere possibility has electrified collectors and dealers alike. For those who speak the language of Rolex, the Pepsi is far more than a sports watch; it is a cornerstone of contemporary collecting, a design so instantly recognizable that it transcends trends and commands devotion across generations.

The numbers validate the fervor. At Bob's Watches, one of the world's foremost pre-owned Rolex marketplaces, the reference 126710BLRO consistently ranks among the most actively traded timepieces on the platform. In 2025, the entire 126710 family emerged as the top-selling Rolex reference by transaction volume—a testament to the model's extraordinary liquidity and global demand. Over fifteen years, pre-owned GMT-Master II prices have surged roughly five hundred percent since 2010, with the Pepsi bezel fuelling much of that ascent. Its alchemy of heritage, visual distinction, and constrained supply continues to seduce both impassioned collectors and astute investors.

Yet perhaps the most compelling driver is the persistent chasm between retail availability and market desire. Stainless steel Pepsi models routinely trade well above their original retail price, with interminable waitlists at authorized dealers pushing discerning buyers toward trusted secondary sources like Bob's Watches, where well-maintained examples command premiums born of genuine scarcity. As Paul Altieri, Founder and CEO of Bob's Watches, observes: historically, when Rolex pulls a model from its catalogue, demand surges swiftly. In the short term, pricing moves upward; longer term, the model's legacy deepens, and for the pre-owned market, supply is no longer replenished. Should the Pepsi indeed leave the lineup, its status as one of the defining modern Rolex sports watches will only be burnished further—and those who hold one will possess something the world can no longer simply acquire.

Bob's Watches

Bob's Watches

Bob's Watches