Rolex Killed the Pepsi GMT. Here's What They're Not Telling You. - YouTube - Pilot Watch Gouge

The video argues that Rolex has effectively ended production of the steel Pepsi GMT‑Master II (reference 126710BLRO) without offering a replacement, using this move to illustrate a broader trend of “enshittification” where the brand degrades the customer experience rather than the product itself. It contrasts Rolex’s origins as a tool‑watch supplier—providing GMT models to pilots through accessible dealer channels—with its current luxury‑scarcity model that makes retail access nearly impossible, shifting from delivering surplus value to locking customers into the brand and extracting profit through scarcity and high secondary‑market markups. Price and scarcity are emphasized, noting that the MSRP of the Pepsi GMT has roughly doubled over two decades, while market prices were already $22–25 k before discontinuation and surged toward $30 k after the Watches & Wonders event. The video points out that Rolex previously overlapped production during major model transitions to maintain availability, but this time left a “cliff,” suggesting the deliberate gap serves as a myth‑building engine that benefits the brand more than the consumer.