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

Rumors circulating among collectors and dealers suggest that Rolex may soon discontinue the stainless steel GMT Master II “Pepsi,” the iconic model distinguished by its red and blue bezel. While Rolex has not confirmed the speculation, the possibility has already sparked conversation across the watch world. For enthusiasts, the Pepsi is more than just another sports watch. It represents one of the most recognizable designs in modern watchmaking and has become a cornerstone of the contemporary Rolex collecting landscape.

AtBob’s Watches, one of the world’s leading marketplaces for pre-owned Rolex timepieces, internal sales data reflects just how str…

The long term performance of the GMT Master II line further illustrates its enduring appeal. Over the past fifteen years, prices for GMT Master II models in the pre owned market have climbed dramatically, rising roughly five hundred percent since 2010. Much of that growth has been fueled by collectors seeking the unmistakable red and blue Pepsi bezel, a design that has remained synonymous with the GMT line for decades. Its blend of heritage, recognizability, and limited availability continues to attract both passionate collectors and investors.

Another factor driving the Pepsi’s popularity is the disconnect between retail availability and market demand. Stainless steel GMT Master II Pepsi models frequently trade for well above their original retail price on the secondary market. Long waiting lists at authorized dealers and limited production have pushed many buyers to turn to trusted pre-owned sources such as Bob’s Watches, where well maintained examples often command a premium because of their scarcity and desirability.

According to Paul Altieri, Founder and CEO of Bob’s Watches, the potential retirement of the stainless steel Pepsi could further intensify interest in the model. “The GMT Master II Pepsi has been one of the defining modern Rolex sports watches,” Altieri says. “Rolex has discontinued it before and brought it back, so nothing is ever final, but when a steel Pepsi comes off the catalog, buyers notice.” He adds that historically, when Rolex pulls a model from its lineup, demand often rises quickly. “In the short term we usually see demand and pricing move up when a model like this is pulled. Longer term it adds to the Pepsi’s legacy within the GMT line, and for the pre owned market it means supply is no longer being replenished.”