The Discontinued Rolex Pepsi 126710BLRO and Its Impact on Market Prices
Few watches in the modern luxury watch market generate as much excitement or speculation as the Rolex GMT‑Master II 126710BLRO, better known as the “Pepsi.” With its iconic red and blue ceramic bezel and notoriously long waiting lists, the steel Pepsi has been one of the most sought-after sports watches since it returned to Rolex’s lineup in 2018.
Recent reports suggesting the model may be discontinued have reignited discussions among collectors, dealers, and investors. Whenever a highly desirable Rolex reference disappears, the secondary market reacts quickly. The big question now is what the potential discontinuation of the Pepsi means for its price trajectory.
The Return of the Modern Pepsi
The modern steel Pepsi was introduced in 2018 as part of the Rolex GMT‑Master II collection. It marked the return of the classic red and blue bezel combination that first appeared on the original GMT-Master in the 1950s.
The reference introduced several technical updates, including Rolex’s Caliber 3285 movement, a 40 mm Oystersteel case, and the brand’s ceramic Cerachrom bezel. Early versions were delivered on the Jubilee bracelet, while later models became available with an Oyster bracelet as well.
Retail prices have gradually increased over the years, but availability has remained extremely limited. For many buyers, purchasing one at retail has been almost impossible, leaving only the second market has an option.
Discontinuation Rumors
In early 2026, speculation began circulating within the watch community that the 126710BLRO could be discontinued. Some authorized dealers reportedly stopped receiving new shipments, while industry insiders suggested that Rolex might be preparing changes to the GMT-Master II lineup.
Although Rolex rarely announces discontinuations directly, even rumors can influence market behavior. Collectors often react quickly when a popular reference appears to be nearing the end of its production run.
Price Performance Over the Years
The Pepsi has had one of the most dramatic price histories of any modern Rolex sports watch. When it first launched, the retail price was just above ten thousand dollars. Demand quickly pushed secondary market prices much higher.
At the height of the luxury watch boom in 2022, examples of the 126710BLRO were regularly trading close to 28'000 EUR. Like many watches, the model experienced a market correction in the following year, with prices settling closer to the high-teens or low twenties depending on condition.
More recently, as discontinuation rumors have intensified, prices have started climbing again. Unworn examples and full sets are already commanding significant premiums over retail.
Why Discontinuation Can Push Prices Higher
When a Rolex reference stops production, the total number of pieces in existence becomes fixed. This limited supply often drives increased demand among collectors who want to secure a watch before prices rise further.
Another factor is the complexity of the Pepsi bezel itself. Producing a two-color ceramic bezel has historically been difficult, which may limit how many pieces Rolex can manufacture. That production challenge contributes to the watch’s rarity in the marketplace.
Collector psychology also plays an important role. When a model is discontinued, it often becomes more appealing because it represents the final version of a particular design era. Watches that combine historical significance with limited supply frequently develop strong long-term demand.
What Could Happen Next
If the 126710BLRO is officially discontinued, the short-term market could see an immediate increase in speculation and trading activity. Some collectors may rush to secure a piece before prices move higher.
Over the medium term, prices would likely stabilize as the market adjusts and speculative inventory appears. Condition, provenance, and completeness of the set will become increasingly important factors in determining value.
Looking further ahead, the Pepsi has many characteristics that define future collector pieces. It is a stainless steel sports Rolex with a historic color scheme and strong brand heritage. These factors often lead to sustained demand long after production ends.
Ripple Effects on Other Rolex Pepsi Models
The rising attention around the Rolex GMT-Master II 126710BLRO has also begun to influence prices of other Rolex watches that share the iconic Pepsi color scheme. Vintage and earlier references such as the Rolex GMT‑Master 1675, Rolex GMT‑Master II 16710, and the Rolex GMT‑Master 16700 have seen renewed collector interest whenever discussion about the modern Pepsi intensifies.
The reason is simple: when demand increases for one iconic configuration, collectors often turn to alternative references that offer the same historic red-and-blue aesthetic.
Over the past decade, prices across the entire GMT-Master family have risen significantly, with some data showing the overall value of Rolex GMT‑Master II models increasing more than 500 percent since 2010 as collector demand for color-bezel variants such as Pepsi and Batman continued to grow.
As a result, speculation around the discontinuation of the modern steel Pepsi could further strengthen the market for both vintage and precious-metal Pepsi references, reinforcing the colorway’s position as one of the most desirable designs in Rolex history.
Final Thoughts
The Rolex GMT‑Master II 126710BLRO has become one of the defining modern Rolex sports watches. Its distinctive design, limited availability, and deep connection to the brand’s history have made it a favorite among collectors worldwide.
Whether or not its discontinuation is officially confirmed, the conversation alone has already started influencing prices. In the world of Rolex collecting, rarity and heritage often translate directly into value, and the Pepsi sits at the center of both.
If the rumors prove true, the 126710BLRO may soon transition from a highly desirable current model into one of the most important modern GMT-Master references on the secondary market.