Rolex halts production of the GMT Master II Pepsi: prices are already soaring on the secondary market

The news came as a shock to the world ofluxury watchmaking. Rolex has decided to end production of one of its most iconic watches: the GMT-Master II “Pepsi” with Jubilee bracelet. This unexpected announcement is already causing a spectacular surge in prices on the secondary market in 2026.

Rolex puts an end to a watchmaking icon

The Geneva manufacturer’s decision marks a historic turning point. The GMT-Master II “Pepsi”, recognizable by its two-tone red and blue ceramic bezel, is leaving the catalogs for good. This watch represented a powerful symbol for collectors the world over.

As a result, enthusiasts are faced with an unprecedented situation. Demand is exploding, while supply is suddenly drying up. As a result, market tensions are reaching unprecedented levels.

The GMT-Master II Pepsi with Jubilee bracelet had a list price of 25,060 Swiss francs. This reference has now become a rare and highly sought-after collector’s item.

“This decision by Rolex instantly transforms the Pepsi into a major collector’s item for watch enthusiasts.”

An unprecedented price surge

The consequences of this announcement are already being felt. On the second-hand market, prices have jumped dramatically. Available examples are now selling for much more than the original price.

What’s more, dealers are seeing a massive influx of potential buyers. Rarity creates a palpable urgency among collectors. Some don’t hesitate to overpay for a model that is now impossible to find in the stores.

• Production of the GMT-Master II Pepsi Jubilé bracelet definitively discontinued
• Initial list price: 25,060 Swiss francs
• Characteristic two-tone red and blue ceramic bezel
• Explosion of demand on the secondary market
• Significant rise in resale prices in 2026

The secondary market in turmoil

This situation is reminiscent of other similar phenomena in the watchmaking world. The Patek Philippe Nautilus 5711/1A, a steel watch with a blue dial, experienced a similar trajectory when it was discontinued. Collectors witnessed a historic surge in prices.

Yet the scale of the reaction to the Pepsi surprised even the experts. The watch was already enjoying exceptional popularity before this announcement. Its legendary status only reinforces the current craze.

Not all Rolex models, however, suffer the same fate. The GMT-Master II Pepsi held a special place in the hearts of enthusiasts. Its iconic design and unique history explain this visceral attachment.

As a result, investors see this timepiece as a safe haven. The luxury watch market is attracting more and more capital. This trend is accentuated by the increasing scarcity of prized models.

Collectors faced with a difficult choice

For those who already own a Pepsi, the question is: to keep or to sell? Current prices offer considerable capital gains. Nevertheless, parting with such a piece remains a heartbreaker for many.

On the other hand, new buyers have to accept high prices. Access to this mythical model is reserved for a financial elite. This reality is transforming the landscape of watch collecting.

What does the future hold for iconic models?

The Geneva-based company’s strategy is raising questions among industry observers. By ceasing production of cult models, the brand is creating artificial scarcity. Paradoxically, this approach boosts the desirability of its creations.

Other references may follow suit. Rumors are rife of possible future discontinuations. Collectors scrutinize every announcement with redoubled attention.

The Manufacture continues to closely control its distribution. This policy reinforces the sense of exclusivity surrounding its timepieces. Acquiring a watch from the crown remains a daunting task for the uninitiated.

Finally, this decision in 2026 marks a new chapter. The Pepsi myth will only grow with time. Future generations of enthusiasts will no doubt dream of this now-legendary piece, while the lucky owners will cherish their acquisition as a priceless treasure.

• Rolex