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In a move that sent ripples across the luxury watch market, Rolex has officially
confirmed the discontinuation of two highly coveted models: the "Pepsi" GMT-
Master II and the "Cookie Monster" Submariner Date. This decision, long rumored
and widely speculated, marks a significant shift in Rolex's product strategy and has
immediate implications for collectors, enthusiasts, and the secondary market. As
the watch world gears up for Watches and Wonders 2026, the focus intensifies on
what new innovations and surprises the Swiss horological giant will unveil.
The End of an Era: "Pepsi" GMT-Master II Discontinuation
The "Pepsi" GMT-Master II, specifically references 126710BLR in steel and
126719BLRO in white gold, both featuring the iconic blue-and-red Cerachrom
bezel, has officially been retired. This travel-focused timepiece, a staple in Rolex's
collection, was previously available in various configurations, including a black
dial in a steel case with Oyster or Jubilee bracelets, and a blue lacquer or
meteorite dial in a white gold case, both on white gold Oyster bracelets. Its
discontinuation, though anticipated by many, still represents a seismic event for
one of Rolex's most celebrated and sought-after models.
Speculation surrounding the "Pepsi" GMT-Master II's demise has been a recurring
theme for at least three years. The renewed intensity of these rumors earlier this
year ignited the secondary market, leading to significant price fluctuations and
even attracting attention from financial outlets like Bloomberg. At the time of its
official discontinuation, the "Pepsi" had achieved a legendary status, becoming as
elusive and desirable as the Rolex "Panda" Daytona, a sentiment echoed by
numerous retailers across the globe.
A Legacy of Iconography and Innovation
The impact of the "Pepsi" GMT-Master II on watch culture is undeniable. Arguably
one of the most iconic watches in history, its lineage traces back to the 1954
release of the reference 6542. This pioneering model featured a Bakelite red-and-
blue 24-hour bezel, ingeniously designed to help Pan Am pilots track multiple time
zones by distinguishing day from night hours. This distinctive colorway quickly
cemented its status as one of the brand's most coveted creations, inspiring
countless imitations and solidifying its place in horological lore.
The "Pepsi" has faced periods of scarcity before. From approximately 2007 to 2014,
no "Pepsi" variants were available in Rolex's catalog, a hiatus that only intensified
demand and interest upon its eventual return. The modern iteration saw its steel
version, the 126710BLRO, launched in 2018, initially exclusively on a Jubilee
bracelet to differentiate it from the white-gold model, which traditionally came on
an Oyster bracelet. The white gold version also received a blue-dial treatment in
the same year, further distinguishing the two. It wasn't until 2021 that the stainless
steel "Pepsi" became available on an Oyster bracelet, offering collectors more
choice.
The Technical Challenges Behind the Discontinuation
One of the primary reasons cited for the "Pepsi"'s discontinuation revolves around
the inherent technical challenges of producing its unique two-tone ceramic bezel.
Achieving two distinct colors on a single, solid ceramic piece, without the use of
paint, is an incredibly complex process. Rolex's Cerachrom bezels are renowned for
their durability and scratch resistance, but the manufacturing process for multi-
colored versions, particularly the red and blue, is notoriously difficult.
Industry sources suggest that the rejection rate for "Pepsi" bezel inserts is
exceptionally high. While combinations like black-and-blue (seen in the "Batman"
or "Batgirl") are comparatively easier to produce due to black's ability to
overpower blue, the red and blue combination presents a more significant hurdle.
This manufacturing complexity, despite the model's immense popularity, likely
made it a considerable headache for Rolex, potentially impacting production
efficiency and overall output. The discontinuation, therefore, could be a strategic
decision to streamline production and focus resources on less problematic models
or new innovations.
At the time of discontinuation, the retail prices for the "Pepsi" were $11,800 for the
steel version on an Oyster bracelet, $12,000 for steel on a Jubilee bracelet,
$50,700 for white gold with a blue dial, and $53,100 for white gold with a meteorite
dial. While the white gold models generally traded around retail on the secondary
market, the stainless steel versions commanded significantly higher premiums,
often selling for at least twice their retail price.
The "Cookie Monster" Submariner Date: A Quiet Exit
Alongside the "Pepsi" GMT-Master II, Rolex also quietly retired the white gold
"Cookie Monster" Submariner Date, reference 126619LB. This model, characterized
by its vibrant blue ceramic bezel and black dial, was the successor to the beloved
"Smurf" Submariner. Retailing for $52,100, the "Cookie Monster" had a somewhat
different trajectory on the secondary market compared to the "Pepsi," often
trading below retail, sometimes as low as $35,000. Its disappearance from Rolex's
official website during the product refresh for Watches and Wonders 2026
confirmed its discontinuation, marking another notable exit from the brand's
prestigious lineup.
Watches and Wonders 2026: Anticipated Releases and
Strategic Shifts
With these significant discontinuations, all eyes are now on Watches and Wonders
2026, where Rolex is expected to unveil its latest collection. The watch community
is abuzz with predictions, ranging from the return of a legendary colorway to
innovative material applications and anniversary editions. These predictions are
not merely speculative; many are grounded in patent filings, market trends, and
Rolex's historical patterns of innovation and evolution.
The Return of the "Coke" GMT-Master II
One of the most compelling predictions for Watches and Wonders 2026 is the long-
awaited return of the "Coke" bezel on the GMT-Master II. This iconic red-and-black
color combination, a beloved reference in Rolex's vintage catalog, has been the
subject of fervent anticipation for years. The tangible market evidence supporting
this prediction is strong: in the weeks leading up to the show, "Pepsi" GMT-Master II
models began disappearing from major authorized dealer catalogs across multiple
markets, with some dealers confirming that no further "Pepsi" deliveries were
expected. This pattern is consistent with previous Rolex discontinuations, where
the outgoing model's scarcity often precedes the introduction of a new one.
Further bolstering the "Coke" prediction is a patent filed by Rolex in 2022 (patent
US 12,428,335 B2). This patent specifically describes a method for producing a red-
and-black ceramic bezel insert, a clear indication that Rolex has been actively
developing the technology required for such a complication. After nearly four
years of sitting quietly in the background, Watches and Wonders 2026 could very
well be the moment this innovation finally reaches production, fulfilling the desires
of countless collectors who have yearned for the modern "Coke" GMT-Master.
70th Anniversary Rolex Day-Date with Precious Stone Dial
Another highly anticipated release is a special edition of the Rolex Day-Date,
affectionately known as "The President," to commemorate its 70th anniversary.
Introduced in 1956 as the first wristwatch to display both the day of the week and
the date in full, the Day-Date remains Rolex's flagship dress watch. An anniversary
of this magnitude is unlikely to pass without significant recognition from the
brand.
The strongest prediction centers on a Day-Date featuring a precious stone dial,
with jade or malachite being prominent candidates, paired with a yellow gold
President bracelet. Rolex has a well-documented history of utilizing green hues for
milestone celebrations, a color that has become synonymous with the brand's
celebratory editions. Examples include the 50th anniversary Submariner "Kermit."
in 2003, the GMT-Master II 50th anniversary in 2005, and the Day-Date's own 60th
anniversary in 2016, which featured an olive green sunburst dial. Green is
unequivocally Rolex's signature celebration color, and a 70th birthday provides the
perfect occasion to deploy it once again.
Leaked images circulating online appear to support this theory, showing a Day-
Date with what is described as a jade dial—a green stone or stone-inspired finish
that would seamlessly integrate into this rich tradition. Rolex has always
maintained a catalog of exotic stone dials for the Day-Date, including lapis lazuli,
meteorite, and various forms of marble. A jade or malachite execution for the 70th
anniversary would be a natural and fitting extension of this heritage, offering a
blend of luxury, history, and unique aesthetics.
55th Anniversary Rolex Milgauss Re-Release
The Rolex Milgauss, discontinued in 2023, was a niche offering originally designed
for scientists and engineers working in high-magnetic-field environments. Its first
retirement lasted nearly two decades, from 1988 to 2007, before its dramatic
redesign and reintroduction to coincide with the opening of the Large Hadron
Collider. This time, the conditions for a comeback are arguably stronger and more
compelling.
One key factor is the debut of the Land-Dweller with a Calibre 7135, featuring the
Dynapulse escapement, which makes it inherently antimagnetic. This innovation
eliminates the need for the soft iron Faraday cage that defined previous Milgauss
designs, meaning a new Milgauss could be significantly thinner and lighter while
maintaining, or even exceeding, its magnetic resistance credentials. This
technological advancement opens up new design possibilities and could make the
Milgauss more appealing to a broader audience.
Adding further weight to the re-release theory is a patent filed by Rolex on
September 30, 2025, concerning a new method for obtaining colored sapphire
crystals. The original Milgauss was partly defined by its distinctive green sapphire
crystal, one of the few colored crystals in the entire Rolex lineup. A new patent for
colored sapphire production strongly suggests that Rolex is investing in the
technology that makes the Milgauss visually unique. If the iconic lightning bolt
second hand returns alongside a slimmer case profile and the new movement, this
could undoubtedly be one of the most compelling Rolex releases of the decade,
blending heritage with cutting-edge technology.
Interchangeable Rolex Daytona Bracelets
A more speculative, yet intriguing, prediction involves the introduction of
interchangeable bracelets for the Ceramic Bezel Daytonas. This prediction stems
less from leaks and more from pattern recognition within the Rolex and Tudor
ecosystem. Tudor, Rolex's sister brand, recently placed the Black Bay Chrono on a
Jubilee bracelet, and historically, when Tudor makes such a move, Rolex often
follows suit. Both brands, for instance, introduced steel GMT "Pepsi" models in
2018, and Tudor's launch of a light dial Ranger fuels ongoing predictions about a
white-dial Rolex Explorer. The bracelet crossover could be the next logical step.
An interchangeable bracelet system for the Daytona would represent a significant
departure from Rolex's traditional approach. The brand has historically sold each
reference with a single, fixed bracelet option. However, the industry trend toward
quick-release and interchangeable systems is undeniable, and Rolex has shown a
willingness to evolve its bracelet offerings. A Daytona that ships with the option to
swap between an Oyster bracelet and, say, a Jubilee or Oysterflex, would instantly
become the most versatile chronograph in Rolex's catalog, appealing to a wider
range of tastes and preferences.
The question of whether Rolex would sell the bracelets separately or offer
a configuration at purchase remains open. Skeptics point to Rolex's manufacturing
running at full capacity, arguing that adding bracelet variants complicates
production. While this is a valid concern, if any model justifies the investment in
flexible bracelet infrastructure, it is the Daytona, a watch that consistently
generates the longest waitlists and the highest secondary market premiums in the
entire Rolex catalog. The potential for increased customization and versatility
could further solidify its unparalleled demand.
New Titanium Rolex Models, Possibly a Titanium Daytona
Panda
Rolex, while initially late to the titanium game compared to many competitors, has
been rapidly making up ground. Its proprietary RLX Titanium alloy debuted on the
Yacht-Master 42 and now powers the extreme-depth Deepsea Challenge. Given
Tudor's extensive use of titanium for years, the infrastructure and proven alloy are
already in place within the broader Rolex family. The question is not if Rolex will
expand titanium across additional collections, but which ones and when.
A titanium Daytona is the "wild card" prediction that continues to surface across
watch forums and publications. The concept makes intuitive sense: a 40mm
Daytona case in lightweight titanium, paired with the iconic white-dial-black-
Subdial "panda" configuration would create arguably the most desirable sport
chronograph on the market. The combination of reduced weight, enhanced
durability, and the legendary "panda" aesthetic would be a formidable offering.
Beyond the Daytona, a titanium Submariner is another logical candidate.
Lightweight, corrosion-resistant, and hypoallergenic, titanium is an ideal material
for a professional dive watch, offering superior comfort and performance. Rolex
launching a titanium Submariner alongside a titanium Daytona would represent a
major strategic commitment to the material, one that could reshape the sport
watch landscape overnight and further cement Rolex's position at the forefront of
luxury watchmaking innovation.
The Pre-Owned Market and Watches and Wonders
The weeks leading up to Watches and Wonders are historically one of the most
active periods in the pre-owned Rolex market. Discontinued models, like the
"Pepsi" and "Cookie Monster" often see a surge in value as collectors scramble to
acquire them before they become even scarcer. Upcoming releases create trade-in
Demand, and collectors looking to rebalance their inventory ahead of new
announcements, frequently make their best deals in March and early April. The
market dynamics are a testament to Rolex's enduring appeal and the significant
influence its product decisions have on the entire watch industry.
As the anticipation builds for Watches and Wonders 2026, the watch world eagerly
awaits Rolex's next strategic moves. Whether it's the reintroduction of a classic, the
celebration of an anniversary, or the pioneering use of new materials, Rolex
continues to captivate and innovate, shaping the future of luxury horology. Only
time will tell what new legends will emerge from this year's highly anticipated
event.
