Rolex Discontinues Iconic “Pepsi” GMT-Master II and "Cookie Monster" Submariner Date Models
Rolex has officially discontinued the iconic "Pepsi" GMT-Master II models, specifically the ref. 126710BLR in steel and ref. 126719BLRO in white gold, both known for their distinctive blue-and-red Cerachrom bezels. The "Pepsi" has had a storied history, dating back to its original release in 1954, and has become one of the most coveted watches in the market. Despite previous rumors of its discontinuation circulating for years, the announcement has reignited interest in the model, with the stainless steel variants commanding prices significantly above retail on the secondary market. In addition to the "Pepsi," Rolex has also discontinued the white gold "Cookie Monster" Submariner Date ref. 126619LB, which features a blue ceramic bezel and black dial. The discontinuation of these models was confirmed as they disappeared from Rolex's website during a product refresh for Watches and Wonders 2026. The "Cookie Monster," originally retailing for $52,100, had seen significant price fluctuations on the secondary market, trading as low as $35,000. This latest move by Rolex signals a significant shift in their product lineup, leaving fans and collectors eager to see what will come next.
Buying Time Analysis: The discontinuation of the iconic "Pepsi" GMT-Master II and "Cookie Monster" Submariner Date models by Rolex marks a significant moment in watch history, as it not only affects collectors and enthusiasts but also shapes market trends, revealing the enduring legacy and desirability of these timepieces in the luxury watch segment.
