【Rolex】GMT-Master II Pepsi Bezel Rumored to Be Discontinued Sparks Secondary Market Price Surge, Demand Soars 500%

One of the most popular watch models from the Swiss watch brand Rolex, the GMT-Master II “Pepsi” with a red and blue bezel, has recently seen prices skyrocket in the secondary market. The biggest driver behind this surge is the rampant rumor that the “Pepsi” is about to be discontinued.

“Miracles and Watches” Exhibition Approaches, Second-Hand Pepsi Explodes

In April of this year, Geneva, Switzerland will host the annual event for the global watch industry, “Watches and Wonders Geneva,” which is expected to bring together over 60 brands and collectors from around the world. The most anticipated highlight will undoubtedly be the new watch models to be unveiled by Rolex.

As the watch exhibition approaches, speculation about the “Pepsi” being discontinued has intensified. According to data from the globally renowned second-hand watch trading platform Chrono24, demand has surged dramatically, with buyers seeking Rolex’s “Pepsi” increasing by more than 500% compared to the average level in 2025 during the first week of March.

The Bloomberg Subdial Watch Index, which tracks the trading volume of the top 50 watch models, shows that since the beginning of the year, the market price of the Rolex “Pepsi” has risen by approximately $3,000, while the number of active listings on the market has decreased by about 25%.

Prices Surge, Supply Tightens: Market Sentiment Drives Pricing

As one of Rolex’s most liquid and widely regarded benchmark models, the GMT-Master II “Pepsi” plays a crucial role in shaping overall market sentiment. The sudden spike in demand coupled with a sharp decrease in supply indicates that current pricing is gradually detaching from conventional retail dynamics and is instead driven by “psychological expectations of future supply shortages.”

Balazs Ferenczi, Head of Brand Interaction at Chrono24, noted that sellers appear to be hoarding inventory in anticipation of price increases, or existing stock is being rapidly absorbed by the market.

Furthermore, according to authoritative watch media “WatchPro,” some authorized dealers have confirmed the cessation of supply for the “Pepsi” colored watches. However, Rolex’s official stance remains to decline any comments regarding the discontinuation rumors.

Spillover Effect: Discontinued “Coke” Also in High Demand

The rumors surrounding the discontinuation of the “Pepsi” have not only driven up its price but also created a strong spillover effect, boosting interest in past classic models.

Among the most notable is the GMT-Master II “Coke,” which Rolex officially discontinued in 2007. Although this aluminum bezel watch has long been replaced by later ceramic bezel series and Rolex no longer produces new models, it remains highly sought after in the second-hand market.

According to Chrono24, there has been a clear spillover effect observed, with procurement demand for previous models like the “Coke” having reached approximately twice the average level in 2025 by early March.