- Rolex has officially discontinued its popular Pepsi watch model, the stainless steel and white gold GMT-Master II, after a 12-year production run.
- The iconic blue and red Cerachrom bezels, which gave the watch its nickname, were reportedly difficult to manufacture, leading to quality control issues.
- The discontinuation was confirmed after the model disappeared from Rolex's website during its spring refresh for the 2026 Watches and Wonders trade show in Geneva.
- The Pepsi model, which retailed for up to $53,100, was already hard to obtain and its removal is expected to significantly increase its resale value.
- The original Pepsi design dates back to 1954 for Pan Am pilots, and this specific variant had previously been retired from 2007 to 2014.
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Rolex just discontinued one of its most famous watches after 12-year run
