The Great Pepsi Rolex Debate: Has It Really Been Discontinued?

**Topic Map:**
1. **Introduction: The Legendary “Pepsi” GMT-Master II**
– What is the “Pepsi” Rolex? Defining the blue-and-red bezel.
– A brief history of the 1955 GMT-Master and the iconic color scheme.
– Why the nickname “Pepsi” stuck.
2. **The Shocking Event: The Cerachrom Bezel Change (2018)**
– Rolex switches from aluminum to ceramic bezels.
– The first ceramic “Pepsi” is released in white gold (Ref. 126719BLRO) in 2018.
– Why collectors panicked—the steel version was missing.
3. **The Oystersteel Return (2019) and the “Discontinuation” Rumors Begin**
– Rolex releases the steel “Pepsi” (Ref. 126710BLRO) at Baselworld 2019 on a Jubilee bracelet.
– Rumors of a short production run or “limited edition” status.
– Rolex’s official silence fuels speculation.
4. **Did They Actually Discontinue It? The Current Status (2024-2025)**
– Has Rolex officially confirmed a discontinuation? (Spoiler: No.)
– Production evidence: The 126710BLRO is still in the current 2024 catalog.
– Why the demand is sky-high: Supply chain issues, Rolex’s artificial scarcity, and the pandemic effect.
– The difference between “discontinued” and “impossible to find at retail.”
5. **The Key Confusion: The “Sprite” (Left-Handed GMT) and Model Shifts**
– Rolex introduces the left-handed “Sprite” (Ref. 126720VTNR).
– Some traders incorrectly linked the “Sprite” launch to the “Pepsi’s” death.
– The reality: Rolex can produce multiple GMT references simultaneously.
6. **Why the “Pepsi” Will (And Won’t) Be Discontinued**
**Arguments for discontinuation:**
– Rolex history: They have killed cult models before (e.g., the original “Pepsi” aluminum bezel).
– The watch is too popular, causing showroom frustration and counterfeit issues.
– Rolex might want to “sunset” it for a new bezel variant (e.g., a “Coke” ceramic).
**Arguments against discontinuation:**
– It remains a core pillar of the GMT-Master II line.
– Official Rolex websites still list it as an active reference.
– The 2023 price hike suggests ongoing commitment.
7. **What Should a Buyer Do Right Now? Actionable Advice**
– **If you want a new one:** Get on an authorized dealer (AD) waiting list, but expect years of waiting (or significant aftermarket premium). Do not trust “last call” scare tactics from resellers.
– **If you want a used one:** The pre-owned market is softening slightly in 2024/2025. Look for full sets (box and papers) to ensure authenticity.
– **If you want to speculate on value:** The “Pepsi” has historically held value even within the GMT family. A true discontinuation would spike prices, but betting on that is risky.
**Internal-Link Opportunities (Anchor Text & Target):**
– **[Learn the full history of Rolex GMT bezel colors]** → (link to: /rolex-gmt-bezel-colors-history/)
– **[How to spot a fake Pepsi Rolex]** → (link to: /authentication-guide-rolex-gmt/)
– **[Our comparison: Jubilee vs. Oyster bracelet on the GMT]** → (link to: /jubilee-vs-oyster-rolex-gmt/)
– **[What is the Rolex “Coke” bezel?]** → (link to: /rolex-coke-gmt-explained/)
– **[How to buy your first Rolex from an authorized dealer]** → (link to: /rolex-ad-waitlist-tips/)
– **[Current Rolex production timeline 2024]** → (link to: /rolex-production-calendar-2024/)
**Complete Article Body:**
# The Great Pepsi Rolex Debate: Has It Really Been Discontinued?
If you’ve typed “Did they discontinue the Pepsi Rolex?” into Google, you’re not alone. This question has haunted watch enthusiasts, flippers, and casual buyers alike since 2018. The answer, however, is more nuanced than a simple yes or no. Let’s cut through the forum noise, the YouTube hype, and the dealer whispers to understand exactly what is happening with Rolex’s most iconic two-tone bezel.
## 1. What Is the “Pepsi” Rolex?
The “Pepsi” nickname belongs to the Rolex GMT-Master and later the GMT-Master II, featuring a blue-and-red bezel insert that mirrors the colors of the Pepsi-Cola logo. Born in 1955 for Pan Am pilots, the original GMT-Master used a blue-red aluminum bezel to distinguish daytime from nighttime hours. For decades, this was the *only* two-tone bezel in the lineup. The look became a symbol of aviation, adventure, and—eventually—personal wealth. The nickname stuck because, well, it’s elegant but impossible to forget.
## 2. The Shocking Event: The Cerachrom Bezel Change (2018)
In 2018, Rolex stunned the watch world. They introduced a ceramic (Cerachrom) Pepsi bezel—but only on a **white gold** case (Ref. 126719BLRO). Ceramic is significantly harder to manufacture in two colors than aluminum, and the red-blue problem had been a technical challenge for years. Collectors cheered the tech but mourned the price tag (roughly $30,000+). The steel version they loved? Gone. Rumors of a permanent discontinuation of the steel Pepsi roared to life.
## 3. The Oystersteel Return (2019) and the Rumors Begin
Rolex listened—or maybe they always planned it. At Baselworld 2019, they launched the **Oystersteel Pepsi** (Ref. 126710BLRO). But with a twist: it only came on a Jubilee bracelet. The old Oyster bracelet version was officially dead. This was the first sign that Rolex was toying with the model. Then the pandemic hit, supply chains slowed, and within a year, the steel Pepsi was essentially impossible to find at retail. Every discontinued rumor since then has fed off that scarcity.
## 4. Did They Actually Discontinue It? The Current Status (2024-2025)
**No, Rolex has not discontinued the Pepsi Rolex.** As of early 2025, the reference 126710BLRO is still listed on Rolex’s official website as a current production watch. It receives periodic price increases (the latest was in early 2024, bringing retail to around $10,800 USD). The watch is still produced in Rolex’s Swiss facilities.
So why does everyone think it’s gone? Because it is effectively discontinued from **retail shelves**. Authorized dealers (ADs) receive such tiny allocations of the Pepsi that it feels extinct. Rolex maintains this artificial scarcity to drive desirability. A model can be in production but functionally unavailable for years—that is not the same as a discontinuation.
## 5. The Key Confusion: The “Sprite” and Model Shifts
In 2022, Rolex launched the “Sprite”—a left-handed GMT-Master II with a green-and-black bezel (Ref. 126720VTNR). Some enthusiasts mistakenly predicted this would replace the Pepsi. It didn’t. The Sprite is a companion model, not a replacement. Rolex has regularly produced multiple GMT references (black/blue “Batman,” blue/red “Pepsi,” and now green/black “Sprite”) simultaneously. The Sprite’s arrival actually confirms Rolex’s commitment to the GMT line, not the end of any one model.
## 6. Why the Pepsi Will (And Won’t) Be Discontinued
**Why it *could* be discontinued:** Rolex has a history of killing off beloved references to make way for new technology. The original aluminum Pepsi was discontinued in favor of ceramic. If Rolex develops a new bezel material or a new movement (e.g., a calibre with a true GMT function for the next-generation model), the current ceramic Pepsi might be phased out. Furthermore, the watch’s extreme hype creates a black market of fakes and strains AD-customer relationships.
**Why it likely ***won’t*** be discontinued soon:** The Pepsi is Rolex’s most recognizable GMT. It is a cultural icon, not just a watch. Discontinuing it would be like Coca-Cola removing its classic flavor. Rolex knows the uproar would be enormous and likely damage the brand’s allure. As of now, no leaked Rolex production plan, no internal memo, and no reliable industry source has confirmed an end date. The watch remains in the catalog.
## 7. What Should a Buyer Do Right Now?
– **If you want a new one:** Accept the wait. Get on