Is the Pepsi Rolex Discontinued? A Complete Guide to the GMT-Master II “Pepsi” in 2025

**Topic Map**
– Introduction: The “Pepsi” Rolex Mystery
– What Is the “Pepsi” Rolex? A Quick Definition
– Is the Pepsi Rolex Actually Discontinued? The Straight Answer
– History of the Rolex GMT-Master “Pepsi” (1955–2025)
– Current Models: Which Pepsi Rolexes Are Still Available?
– Rolex GMT-Master II 126710BLRO (Oyster bracelet)
– Rolex GMT-Master II 126710BLRO (Jubilee bracelet)
– Why Do Rumors of Discontinuation Keep Surfacing?
– How to Tell a Discontinued Pepsi from a Current Model
– The Value of a Discontinued Pepsi Rolex on the Secondary Market
– Frequently Asked Questions (FAQ)
– Where to Buy and What to Watch Out For
– Conclusion: Is Now the Right Time to Buy?
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**Introduction: The “Pepsi” Rolex Mystery**
Few watches spark as much debate as the Rolex GMT-Master II with the red-and-blue bezel, universally known as the “Pepsi.” Since its debut in 1955, this iconic timepiece has been produced, discontinued, reintroduced, and endlessly rumored to be on the chopping block again. If you’ve searched *“is the Pepsi Rolex discontinued,”* you’re not alone—and the answer is more nuanced than a simple yes or no. This comprehensive page covers everything you need to know, from current production status to model histories and smart buying strategies.
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**What Is the “Pepsi” Rolex? A Quick Definition**
The “Pepsi” Rolex refers specifically to the Rolex GMT-Master and GMT-Master II models featuring a bidirectional rotating bezel with a red and blue ceramic (or earlier aluminum) insert. The nickname comes from its color resemblance to the Pepsi logo. The watch was originally designed for Pan Am pilots to track a second time zone while flying across multiple time zones. It remains one of the most recognizable luxury watches in the world.
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**Is the Pepsi Rolex Actually Discontinued? The Straight Answer**
**No—but only for one specific version.** As of 2025, Rolex has discontinued the **GMT-Master II 126710BLRO on the Oyster bracelet** (a model introduced in 2021). However, the **same watch on the Jubilee bracelet** remains in active production. In other words, the “Pepsi” itself is not discontinued; only a specific bracelet option was removed from the catalog. This distinction is critical for collectors and buyers.
**Internal-link opportunity:** For a deeper dive, see our page: *Rolex Bracelet Guide: Oyster vs. Jubilee vs. President.*
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**History of the Rolex GMT-Master “Pepsi” (1955–2025)**
– **1955:** Rolex releases the first GMT-Master (ref. 6542) with a red-and-blue Bakelite bezel.
– **1960s–1980s:** The ref. 1675 and 16750 cement the Pepsi as a pilot’s favorite.
– **1990s:** The ref. 16710 offers an aluminum bezel with interchangeable colors.
– **2013:** Rolex launches the GMT-Master II 116710BLRO with a ceramic blue-and-red bezel—but the red faded to maroon, causing a recall and later a fix.
– **2018:** The modern 126710BLRO debuts at Baselworld, but only on a Jubilee bracelet, surprising collectors.
– **2021:** Rolex adds an Oyster bracelet option for the Pepsi, giving buyers a choice.
– **2024:** Rolex quietly drops the Oyster-bracelet version, leaving only the Jubilee option in production.
**Internal-link opportunity:** *The Complete Timeline of Every Rolex GMT-Master Reference.*
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**Current Models: Which Pepsi Rolexes Are Still Available?**
**Rolex GMT-Master II 126710BLRO (Jubilee bracelet)**
– Reference: 126710BLRO-0001
– Bezel: Ceramic red and blue (Cerachrom)
– Bracelet: Jubilee with Oysterlock clasp and Easylink extension
– Status: **In production** (as of 2025)
– Price at retail: ~$10,700 USD (subject to increase)
**Rolex GMT-Master II 126710BLRO (Oyster bracelet)**
– Reference: 126710BLRO-0002
– Bezel: Same ceramic insert
– Bracelet: Oyster (three-link solid)
– Status: **Discontinued** (as of 2024)
– Secondary market premium: Often 20–30% higher than Jubilee version
**Important:** The discontinued Oyster version is now a collectible, driving up prices in pre-owned sales.
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**Why Do Rumors of Discontinuation Keep Surfacing?**
Rumors persist for four main reasons:
1. **Rolex’s secretive production:** Rolex never announces discontinuations in advance.
2. **Supply constraints:** The Pepsi is notoriously hard to find at authorized dealers, fueling scarcity fears.
3. **Bracelet discontinuation:** When Rolex removed the Oyster option, many misinterpreted it as the whole model being axed.
4. **Historical precedent:** The original 1950s Pepsi was discontinued multiple times, only to be revived. Every reference change creates a “discontinued” wave.
**Internal-link opportunity:** *How Rolex’s Supply Strategy Creates Artificial Scarcity.*
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**How to Tell a Discontinued Pepsi from a Current Model**
| Feature | Discontinued Oyster Version (2024) | Current Jubilee Version (2025) |
|———|———————————–|——————————–|
| Bracelet | Oyster (solid three-link) | Jubilee (five-link) |
| Clasp | Oysterlock with Easylink | Same clasp |
| Reference | 126710BLRO-0002 | 126710BLRO-0001 |
| Box/Card | “2021–2024” (from card) | “2024–present” |
| Secondary price | Higher (rare) | Lower (more common) |
If you’re shopping pre-owned, check the bracelet and warranty card date. Many counterfeiters try to swap bracelets, so verify the reference on the lug between the lugs (12 o’clock).
**Internal-link opportunity:** *Rolex Authenticity Checks: 5 Things Every Buyer Must Know.*
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**The Value of a Discontinued Pepsi Rolex on the Secondary Market**
– **Jubilee version (current):** $12,000–$15,000 (new or like-new)
– **Oyster version (discontinued):** $14,000–$18,000 (depending on condition, box, papers)
– **Older references (aluminum bezel):** $10,000–$20,000 (e.g., ref. 16710)
– **Vintage models (e.g., 6542):** $30,000 to over $100,000
The discontinued Oyster-bracelet Pepsi has already appreciated 15–25% since its removal from the catalog. Meanwhile, the current Jubilee version holds its value but is less of a speculative play—for now.
**Internal-link opportunity:** *How to Invest in Rolex Watches: A 2025 Market Report.*
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**Frequently Asked Questions (FAQ)**
**Q: Will Rolex ever discontinue the entire Pepsi line?**
A: Unlikely soon—the Pepsi is a flagship model. But Rolex may refresh the bezel or movement in 5–7 years.
**Q: Can I still buy a new Pepsi at an authorized dealer?**
A: Yes, but it’s heavily allocated. Expect a waitlist of 6 months to 2 years.
**Q: Is the Pepsi Rolex discontinued in 2025?**
A: No—only the Oyster-bracelet variant. The Jubilee remains in production.
**Q: Should I pay a premium for the discontinued Oyster version?**
A: Only if you prefer its aesthetics or are collecting. For a daily wearer, the Jubilee is more comfortable and cheaper.
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**Where to Buy and What to Watch Out For**
– **Authorized Dealers:** Best for retail price but long waits.
– **Certified Pre-Owned (e.g., Bob’s Watches, WatchBox, Crown & Caliber):** Reliable but higher prices.
– **Auction houses (Christie’s, Sotheby’s):** For rare vintage models.
– **Private sellers (Reddit r/WatchExchange, eBay):** Cheaper but high risk—always get a professional authentication.
**Red flags:** Inconsistent lume pips, wrong hand shape, bezel insert not perfectly centered, or missing box/papers on near-current models.
**Internal-link opportunity:** *The Complete Pre-Owned Rolex Buying Checklist.*
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**Conclusion: Is Now the Right Time to Buy?**
If you want a new Pepsi, the Jubilee version is available—but be patient with waitlists. If you want the now-discontinued Oyster version, buy quickly; prices are climbing as collectors snap them