The iconic red-blue Rolex series has seen a massive increase in price that shocked watch lovers around the world, as at Watches & Wonders 2026, Rolex officially discontinued the GMT-Master II “Pepsi”.
The famous red and blue bezel model, a staple of the brand since 1955, has been removed from the official catalogue, ending months of frantic speculation.
Industry experts believe that production constraints with the two-tone ceramic bezel played a role.
Reports confirm that “achieving the red-and-blue combination is more complicated than other variants,” leading to both steel and white gold versions being quietly dropped.
While fans expected a new “Coke” model to take its place, Rolex instead focused on its 100th anniversary, proving that “the brand answers to no one.”
The secondary market immediately responded as collectors realized that “Pepsi is dead (again)” and prices for existing models soared.
Authorized dealers are now left to break the news to people who have been on a waiting list for years that their dream car is gone.
“For the first time in the Cerachrom era, the red bezel is now absent,” the analyst said, marking a major change for the most famous travel watch in history.
