Rolex pulled the GMT-Master II ref. 126710BLRO from its website on April 14, 2026, the first day of Watches and Wonders 2026 in Geneva. The product page now shows a platinum Day-Date and the words “This page is not available,” while the steel GMT-Master II configurator no longer offers the red-and-blue Pepsi bezel.
The change leaves three steel bezel options on the configurator: grey and black, blue and black, and green and black. For collectors who had been watching the page closely, the disappearance is the clearest confirmation yet that the Rolex Pepsi discontinued story has moved from rumor to reality.
That matters because Rolex had already signaled the change behind the scenes. In February 2026, the company told authorised dealers there would be no further Pepsi deliveries, and customers on waiting lists were told to look elsewhere. Major dealer sites, including Rolex-owned Bucherer, had already removed the blue-and-red colourway from their pages before the official website change.
The watch’s market had been heating up well before Rolex pulled the page. Chrono24 reported a 500 per cent surge in purchase requests for the 126710BLRO in the first week of March 2026. Median prices in Australian dollars climbed from around $31,000 to over $35,600 in six months, ’s Subdial Watch Index tracked a roughly US$3,000 jump since the start of 2026, and active listings for the watch dropped by a quarter.
The Pepsi name has deep roots at Rolex. The red-and-blue bezel first appeared on the original GMT-Master ref. 6542 in 1955, continued through the ref. 1675 and the ref. 16710, then disappeared from the steel catalogue between 2007 and 2018 before returning as the steel ceramic model at Baselworld 2018 on a Jubilee bracelet. Rolex also filed a patent in 2022 describing a process for producing a red and black ceramic bezel insert, while the Coke colourway has not been part of the catalogue since 2007.
What the website removal settles is not whether the Pepsi remains desirable, but whether Rolex is still treating it as part of the steel GMT-Master II line. The answer, as of Watches and Wonders day in Geneva, is no.
