Is the Rolex Pepsi Finally Getting Discontinued?
Rumours surrounding the Rolex GMT Master II 126710BLRO, better known as the Pepsi, have resurfaced once again ahead of Watches and Wonders 2026.
This speculation cycle is not new. In fact, the past three years reveal a recurring pattern.
The Recurring Pre Event Price Pattern
Analysis of pricing data from 2024 to 2026 shows a consistent trend. Prices rise in the months leading up to Watches and Wonders on speculation of discontinuation. Once the model remains in the catalogue, prices correct.
2024 Cycle
Watches and Wonders April 9
January average price: 30,916
Peak near event: 31,830
Pre event rise: 2.96 percent
After the Pepsi remained in production, prices fell by 4.11 percent, effectively erasing the entire speculative gain.
2025 Cycle
Watches and Wonders April 1
January average price: 29,950
Peak near event: 30,325
Pre event rise: 1.25 percent
The post event dip was minor at 0.61 percent, and the model remained stable throughout the year.
2026 Cycle: An Unprecedented Surge
This year, however, is different.
From a January average of 30,950, prices surged to 37,000 by March 1, 2026. This represents a 19.55 percent increase in just two months.
The scale of this move far exceeds prior speculation cycles.
The Role of AD Rumours
Multiple sources claim authorised dealers have indicated that no new BLRO bezels are being shipped. However, authorised dealers historically do not receive advance discontinuation confirmation. Official information is typically disclosed only days before the event itself.
We Have Seen This Before
In 2021, similar rumours surrounded the yellow gold Daytona 116508 with green dial, often referred to as the John Mayer.
Prices surged from approximately 83,000 to 140,000 Singapore dollars on discontinuation speculation. When the model was not discontinued at that time, prices corrected to around 110,000.
Speculation can drive short term volatility.
Final Thoughts
The Rolex Pepsi may very well be discontinued in 2026.
However, historical data shows a recurring pattern of pre event speculation followed by correction.
Until Rolex makes an official announcement, everything remains speculation.
Is this the year the Pepsi finally exits the catalogue… or are we watching another cycle repeat?