The luxury watch market has recently faced a significant shift with the official discontinuation of the beloved Rolex Pepsi GMT-Master II and the Cookie Monster Submariner Date. Announced on April 13, 2026, this decision has left many collectors and enthusiasts reflecting on the legacy of these iconic timepieces.
Prior to the announcement, rumors regarding the discontinuation of the Pepsi GMT-Master II had circulated since its debut in 2018. As of February 28, 2026, the model was still visible on some authorized dealer websites, but by mid-April, it was completely removed from Rolex.com.
Notably, the white gold Rolex Pepsi (ref. 126719 BLRO) also faced discontinuation, further solidifying the end of an era for fans of the brand. Retailers such as Bucherer had already begun to remove the Pepsi GMT-Master II from their websites earlier in 2026, signaling a shift in availability.
The discontinuation of these models is particularly significant given that Bucherer was acquired by Rolex in 2023, a move that many believed would enhance the brand’s market presence. However, the recent changes suggest a strategic pivot towards new offerings.
As supplies of the Pepsi GMT-Master II dwindle, it is expected that the model will become more valuable among collectors. The rejection rate of Pepsi bezel inserts has been notably high due to production issues, which may have contributed to the decision to discontinue the model.
Despite the official discontinuation, some authorized dealers still have limited stock of the Pepsi GMT-Master II available for purchase. This has led to a surge in interest among collectors eager to secure a piece of Rolex history.
As the watch community processes this news, the discussion around the status of the Pepsi GMT-Master II has gained renewed vigor. The sentiment among enthusiasts is one of nostalgia, as they reflect on the model’s impact on the luxury watch landscape.
In summary, the discontinuation of the Rolex Pepsi GMT-Master II and Cookie Monster Submariner Date marks a pivotal moment in the luxury watch market, leaving many to wonder what this means for the future of Rolex and its offerings.