Is the Rolex GMT-Master II “Pepsi” At Risk of Discontinuation?

With the upcoming Watches and Wonders 2026 event, the Rolex ‘rumour mill’ is in full swing. Among the conjecture, the most significant one is the potential discontinuation of one of Rolex’s top-performing models, the GMT-Master II Pepsi. This wristwatch boasts a strong value retention in the horology market, making its discontinuation a curious decision to many.

However, Rolex has been confronting production issues, especially with the tint of the ceramic bezel. Introduced with the ‘Pepsi’ GMT-Master II, it’s the vibrance of the red portion that has proven problematic, resulting in a duller hue over time. This issue was somewhat addressed in a second version of the bezel, but difficulties might still persist that lead to high rejection rates and hamper the production line efficiency.

Amongst other rumours, a return of the ‘Coke’ bezel in the GMT-Master II lineup may be on the horizon. This could bolster interest and sales but seems an unlikely solution if the issue with ‘Pepsi’ red production persists. As Rolex is not a publicly traded company, their decisions often deviate from convention but strategically add to the long-term value of the brand.

All eyes are on April, to see whether these rumours hold any merit. Whether this serves as a clever marketing strategy to increase demand and retention or whether the ‘Pepsi’ GMT-Master II will continue its legacy remains to be seen.